Marketers tend to fail in distinguishing the different buying habits of boomers across the broad range of their ages, writes Ken Robbins, founder of Response Mine Interactive. As for the older boomers edging into their retirement years, marketers are just not as inclined to appeal to the value-oriented concerns that drive their buying habits. To correct this, more spending needs to be directed toward this potentially lucrative end of the consumer market, and marketers should test to see which approaches work.

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