No BS Marketing to Seniors and Leading Edge Boomers av Dan Kennedy, Chip Kessler

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<p><b>Go Where the Money Is</b></p><p><b>BOOMERS & SENIORS:</b><ul><li>Hold over 50% of the nation¿s wealth and more of its discretionary spending <li>46% have net worths exceeding $2-million<li>Hold $1 out of every $2 available to advertisers, marketers, merchants, and service providers </ul><p>This is not a book about social good or business excellence or broad, big, sweeping ideas. It is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it ¿on just about everything, and more of it, at higher average prices than any other consumers. </p><p>Covers:</p><li><b>What leading-edge boomers and seniors buy and why they buy it:</b> the diversity and amount of their spending will surprise you<li><b>Opportunities with The Affluent and The Still-Working:</b> while 10,000 retire every day, 72% of boomers plan to keep working past age 65<li><b>The power of profiling:</b> learn how to sub-divide this market, develop the profile