Boomer Marketing

Name: Boomer Marketing
Author: UK) Ian (University of Plymouth Chaston

UK) Ian (University of Plymouth Chaston

Taylor & Francis Ltd

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Boomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.

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