Turning Silver into Gold: How to Profit in the New Boomer Marketplace (paperback) by Mary FurlongTurning Silver into Gold: How to Profit in the New Boomer Marketplace (paperback) by Mary Furlong

Turning Silver into Gold: How to Profit in the New Boomer Marketplace (paperback)

byMary Furlong

Paperback | January 31, 2007

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As they age, America’s 78 million baby boomers will live more active, creative, inventive lives than any generation before them. This represents a truly enormous business opportunity. In this book, the world’s number one authority on marketing to “post-50” baby boomers offers a complete blueprint for profiting from that opportunity.


Dr. Mary Furlong reveals breakthrough product and service opportunities, and gives you the tools, resources, techniques, and data you need to capitalize on them. She offers powerful insight into baby boomers’ new lifestage transitions in housing, health, fitness, finances, family, fashion, romance, travel, and work—and the new brand choices they’re about to make.


Throughout, Furlong combines extensive, authoritative market research with inspirational stories about passionate, tenacious entrepreneurs and brand leaders who are blazing new trails in these fast-growing markets. You’ll learn how to segment boomer markets, and identify opportunities to innovate entirely new categories of products and services. You’ll discover which sales and marketing strategies really work, and even uncover opportunities in the surprising worldwide boomer market.


Five trends shaping the next baby boomer revolution

Global markets, longevity, lifestage transitions, technology, and spirituality


From concept to product to financing, and beyond

All you need to execute on your baby boomer product/service opportunity


The new healthcare revolution, the new healthcare business

How boomers are using the newest innovations to take control over their health futures


Sex and romance: I’ll have what she’s having

The new sexual revolution: making it feel like the first time—or better


Choosing families, making connections

Powerful new opportunities in helping boomers reach out and connect

Dr. Mary S. Furlong is the leading authority on the baby boomer generation as it moves beyond 50. She founded Mary Furlong & Associates to help socially and consumer-conscious companies reach this growing market. She is also Executive Professor of Entrepreneurship and Women in Leadership at Santa Clara University’s Leavey School of Bu...
Title:Turning Silver into Gold: How to Profit in the New Boomer Marketplace (paperback)Format:PaperbackDimensions:304 pages, 8.9 × 5.9 × 0.7 inPublished:January 31, 2007Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132311992

ISBN - 13:9780132311991


Table of Contents

About the Author     x

Acknowledgments     xii

Introduction 1

Chapter 1: A Global Overview of the Boomer Market     9

Chapter 2: The Business of Health     21

Chapter 3: Travel: An Adventure for the Heart, Mind, and Soul     41

Chapter 4: It’s Your Passion: Make It Happen     65

Chapter 5: Sex and Romance: I’ll Have What She’s Having     83

Chapter 6: Jeans, Jeans, You’re Young and Alive     99

Chapter 7: Gimme Shelter–And a Whole Lot More     115

Chapter 8: A Family of Our Own Choosing     141

Chapter 9: Eldercare: The New Midlife Crisis     161

Chapter 10: Financing Your Dream     177

Chapter 11: On the Age Beat: The Media and the Message     199

Chapter 12: Growing the Boomer Business: Sales and Marketing Strategies that Really Work     213

Chapter 13: The Class Act: Gold at the End of the Rainbow     233

Appendix A: The Connected Boomer     243

Appendix B: Boomers and Money     253

Index     269

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