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Baby boomers and their parents : surprising findings about their lifestyles, mindsets, and well-being

Author: George P Moschis; Anil Mathur
Publisher: Ithaca, N.Y. : Paramount Market Pub., ©2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: George P Moschis; Anil Mathur
OCLC Number: 430984128
Notes: Title from title screen.
Includes index.
Description: 1 online resource.
Responsibility: George P. Moschis, Anil Mathur.

Abstract:

Annotation

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.

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