Research Catalog

Details

Additional authors

1. Pauley, Jane, 1950-

Description

1. xx, 166 pages : illustrations; 23 cm

Summary

1. "The age of aging will begin in 2014 as the last of the baby boomers turn 50. No other global trend will do more to impact the way we live, think, act, and interact with brands for the next twenty years. The Old Rush: Marketing for Gold in the Age of Aging is an invaluable primer for marketers who want to seize the next big fast-growth opportunity-a chance to propel their brands and businesses forward rapidly and on a global scale. In this book, Peter Hubbell makes a strong case for why the nearly 80 million baby boomers are marketing's most valuable generation and then outlines the basic rules of marketing engagement with this cohort along with practical ideas that brands and businesses can use to create their own success. The lessons from the Gold Rush are particularly apt to the modern-day Old Rush: decisiveness, agility, creativity, and perseverance will be the skills needed to thrive with the aging consumer"--Publisher description.

Alternative title

1. Marketing for gold in the age of aging

Subject

1. Baby boom generation
2. Marketing
3. Consumer behavior > United States
4. Baby boom generation > United States
5. United States
6. Target marketing

Contents

1. Foreword : Boomers today / by Jane Pauley -- Boom! Peace, optimism and babies -- It's 1969. Do you know where your kids are? -- Strength in numbers -- The original brand managers -- The most valuable generation -- The graduating class -- Starting over, again -- Eureka! -- Destination gold -- Gearing up Staking a claim -- Mining for gold -- What's in the way of a new way? -- Generational marketing -- Getting better with age -- Perfume or hope? -- Enduring mutual respect -- Brand belonging -- The legacy of the old rush.

Call number

1. JFD 17-5768

Bibliography (note)

1. Includes bibliographical references (pages 157-163).

Author

1. Hubbell, Peter (Peter B.), author.

Title

1. The old rush : marketing for gold in the age of aging / Peter Hubbell ; foreword by Jane Pauley.

Publisher

1. Greenwich, CT : LID Publishing Inc., [2014]

Type of content

1. text

Type of medium

1. unmediated

Type of carrier

1. volume

Bibliography

1. Includes bibliographical references (pages 157-163).

Added author

1. Pauley, Jane, 1950- writer of supplementary textual content.

ISBN

1. 9780985286460
2. 0985286466

Research call number

1. JFD 17-5768