Future Marketing : Targeting Seniors, Boomers

If you're in tune with only your peers, how can you market to the rest of us? Future Marketing, Joe Marconi's expose on marketing for the 21st century, reveals the complexities, characteristics, habits, and preferences of four major consumer groups: Seniors, Baby Boomers, and Generations X and Y. How to reach these groups, using powerful new marketing tools both wisely and well, is the focus of this groundbreaking new guide for today's marketer.
In-depth case studies reveal the secrets of successful future marketing strategies as practiced by such brands as Amazon.com, HBO, IKEA, American Girl, Barbie, and many more who are maximizing both "new" and "old" media to make lasting connections with their targeted markets.

Joe Marconi is a writer and marketing consultant, with nearly three decades of experience in the advertising/marketing industries.

Future Marketing, Joe Marconi's eye-opening expose on marketing for the 21st century, reveals the complexities, characteristics, habits, and preferences of four major consumer groups: Seniors, Baby Boomers, and Generations X and Y
How to reach these groups, using powerful new marketing tools both wisely and well, is the focus of this groundbreaking new guide for today's marketer
Here's what you need to know to stay focused and current in an age of dizzying media options and demographic changes
Future Marketing covers all the hot new trends and techniques--from Web marketing to the vast landscape of cable TV, from the popularity of magalogs to the replacement of brand image with brand attitude--without ever letting you forget the most basic principles of marketing
Underneath the hype and the technical trappings of on-line branding, E-commerce, and Internet direct marketing, notes Marconi, it's still about knowing and targeting your customer
Future Marketing's coverage of the four consumer groups shows why you can't take anything for granted
You'll develop a deeper understanding of the complexities of the: Image-conscious--yet sensitive and nostalgic--Baby Boomer Cynical--yet ideological--Generation Xer Independent, enigmatic Generation Yer Diverse and influential Senior With sensitivity and insight, Marconi examines today's cultural landscape, drawing comparisons with both the past and the future
His predictions for what marketers can expect in coming years--more partnerships, a focus on segmentation, greater generational bias in advertising, and one-to-one marketing, to name a few--reflect the highly interactive nature of today's marketplace and help marketers prepare for a new kind of relationship with customers
In-depth case studies reveal the secrets of successful future marketing strategies as practiced by such brands as Amazon.com, HBO, IKEA, American Girl, Barbie, and many more who are maximizing both "new" and "old" media to make lasting connections with their targeted markets
Acknowledging the awesome marketing power of the Internet, Future Marketing covers the dos and don'ts of marketing on the Web; the basic steps to setting up a website (from obtaining a domain name to updating the site regularly); the advantages (and perils) of hiring a website designer; tips on understanding charges and fees and other technicalities associated with your site; and much, much more
Also covered in detail are media--such as cable and satellite TV, specialty, print, and direct marketing--that have changed the rules and indeed the very nature of marketing in the 21st century
With Future Marketing at your fingertips, you'll be well informed about today's consumer groups and the media choices available to reach them
Table of Contents provided by Publisher. All Rights Reserved.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

Future Marketing : Targeting Seniors, Boomers and Generations X and Y

Summary

Author Biography

Table of Contents

Supplemental Materials