Turning Silver Into Gold: How to Profit in the New Boomer Marketplace

As they age, America's 78 million baby boomers will live more active, creative, inventive lives than any generation before them. This represents enormous business opportunities. In this book, one of the world's leading authorities 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 build a profitable business around them. Furlong draws on her experience leading SeniorNet and ThirdAge Media, as well as the Boomer Business Summit and $10,000 Business Plan Competition, where she has reviewed hundreds of new business plans targeting these emerging markets. Turning Silver into Gold offers powerful insight into baby boomers' new lifestyle transitions in housing, health, fitness, finances, family, fashion, romance, travel, and work and the new brand choices they're about to make. Furlong shows how to segment baby boomer markets and find 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. Throughout, Furlong combines extensive, authoritative market research with inspirational case studies from passionate, tenacious entrepreneurs and brand leaders who are blazing new trails in these fast-growing markets.


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