4/12/2011

Marketers who decide to go after the boomer market haven't decided very much, writes Marc Middleton. That's because boomers run the gamut on every conceivable demographic criterion save their defining age group, and their lives have often taken twists and turns unknown to previous generations. It's better for companies to narrow their focus, pursue a certain segment of the boomer market and, whatever the strategy, avoid calling them baby boomers.

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