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Title: Ageless Marketing : Strategies for Reaching the Hearts and Minds of the New Customer Majority by David B. Wolfe, Robert Snyder ISBN: 0-7931-7755-3 Publisher: Dearborn Trade Publishing Pub. Date: 01 November, 2003 Format: Hardcover Volumes: 1 List Price(USD): $25.00 |
Average Customer Rating: 4.43 (7 reviews)
Rating: 5
Summary: Wolfe's got it!
Comment: What a revelation to finally find a book where the author has "got it!" For everyone in marketing this is a must-read. Wolfe lays out clearly why and how our old thinking about marketing must go--and be replaced by a new and "ageless" paradigm. In what Wolfe describes as the New Customer Majority, he goes on to explain how our old ways of looking at the coveted "under 40 crowd," must give way to a new holistic way of looking at customers.
He shows how much of today's marketing is due to "generational perception gaps" created by those selling (young) and those buying (mature) that create disconnects among the buyers. The book can truly help young marketers learn how to sell to olders as much as it punctures the myths of the advertising and marketing youth movement in general.
He also punctures the myths of these targeted demographics, the vaunted "18-34s" and "25-54s," etc., that so many of us in media and marketing are comfortable with. Just what exactly is an "18-49," for example? What do the two sides of this group share in common? In my house, it would be me and my daughter, both of whom share my American Express card! I can easily see what Wolfe is talking about and how he is on to something!
Even if you aren't involved in advertising or television, this book truly puts it all on the table. It shows us how we have all been led down a primrose path to marketing oblivion and gives us ways to recover from our ubiquitous age-aholism.
Rating: 5
Summary: "Ageless Marketing" completes the puzzle.
Comment: Reviewer:President Society of Certified Senior Advisors.
The new research provided in Ageless Marketing is extremely convincing that buying behaviors of those 40 and older have not only changed in the past decades but gives a clear understanding into the bilogical roots which are the key to customer behavior. I liked the Four Seasons of Life section which helpled clarify the aging process and how this proves we need to change our marketing communications. Examples are given in the book about companies that have successfully employed the ageless marketing strategy and those that did not paid the price. My favorite part of the book deals with the necessity of the customer having a landing site in the brain to receive the marketers message, this section continues with "FIVE BRAIN FACTS TO KEEP IN MIND WHEN CREATING MARKETING MESSAGES". Wolfe and Snyder have completed the ageless marketing puzzle.
Rating: 5
Summary: Marketing for Grownups
Comment: Advertisers have routinely written off anybody over 35, which is not only stupid but self-defeating as well. What's called "the mature" market" actually has more spending power than younger people, but this "the new customer majority" has somehow escaped the attention of most marketers. The fact is that there hasn't been good guidance in how to reach older consumers. Until now. AGELESS MARKETING is the one indispensable map needed to chart our way through all that we hear about an aging America in the 21st century. This is much more than a business book. Wolfe and Snyder are clear that marketing to middle-aged and older adults won't be successful unless we look on positive dimensions of growth in the second half of life, the search for meaning and identity. Building on humanistic psychology, brain science and many other intellectual resources, the authors give us a glimpse into what works and what doesn't. Their theoretical insights are matched by practical wisdom born from experience. The result is a book that ought to be on every marketer's shelf in years to come.
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Title: Re-imagine! by Tom Peters ISBN: 078949647X Publisher: DK Publishing Pub. Date: October, 2003 List Price(USD): $30.00 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: Body of Truth : Leveraging What Consumers Can't or Won't Say by Dan Hill ISBN: 0471444391 Publisher: John Wiley & Sons Pub. Date: 22 August, 2003 List Price(USD): $29.95 |
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Title: The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy by Jon Berry, Ed Keller ISBN: 0743227298 Publisher: Free Press Pub. Date: 07 January, 2003 List Price(USD): $26.00 |
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Title: Marketing to Leading-Edge Baby Boomers by Brent Green ISBN: 0595264093 Publisher: Writers Advantage Pub. Date: January, 2003 List Price(USD): $16.95 |
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