Financially attractive markets -- Opportunity research -- Market assessment -- Internal capability -- Customer identification -- Strategy -- Innovation -- Promotion -- Pricing and distribution -- Health and beauty -- B2B marketing -- 21st Century 'Es'
Summary
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
