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Baby Boomers and Their Parents
George P. Moschis
Anil Mathur
其他書名
Surprising Findings about Their Lifestyles, Mindsets, and Well-being
出版
Paramount Market Publishing
, 2007
主題
Business & Economics / Consumer Behavior
Social Science / Sociology / General
ISBN
0978660242
9780978660246
URL
http://books.google.com.hk/books?id=J5gqhWTzrpIC&hl=&source=gbs_api
EBook
SAMPLE
註釋
Lots of marketers paint a rosy picture of the lifestyle of baby boomers as they enter the retirement years. But authors Moschis and Mathur, basing their findings on 20 years of surveys among baby boomers and their parents, tell it like it is. Many baby boomers have saved little money for retirement; their health is worse than that of their parents; and while both generations say travel is in their futures, many will not have money enough to rent a budget motel a few miles from home. But the picture is not all bleak. Moschis and Mathur use their findings to discuss how people can live longer, more satisfying lives. In addition, they apply those findings to marketing and advertising, advising businesses how to use the attitudes and mindsets of mature consumers to create products and services for them as well as to make those products and services more appealing to older customers.