IngentaConnect The baby boomer market

Authors: Coleman, Linda Jane¹; Hladikova, Marie²; Savelyeva, Maria³

Source: Journal of Targeting, Measurement and Analysis for Marketing, Volume 14, Number 3, 4 April 2006 , pp. 191-209(19)

Publisher: Palgrave Macmillan

Abstract:

This literature review discusses the maturing of the baby boomer generation and the way this large segment of the population is affecting the workplace and the marketplace. As baby boomers tend to have active positions in life and to be potent employees and consumers, it makes economical sense to invest in retaining them in the workplace, and creating and promoting a vast variety of products and services especially tailored for their needs, using marketing methods that are also tailored to this cohort. Some businesses are beginning to move in this direction. This trend is not only observable in the USA, but also in many other countries. In the future, marketing to this population should use segmentation strategies based on psychographics, as well as demographics. Thus, further study of baby boomers' attitudes, interests and opinions is necessary.Journal of Targeting, Measurement and Analysis for Marketing (2006) 14, 191-209; doi:10.1057/palgrave.jt.5740181

Document Type: Research article

DOI: 10.1057/palgrave.jt.5740181

Affiliations: 1: 1is a professor of marketing at Salem State College, Salem, MA, USA. Her research interests include marketing in international arenas and services marketing. She has published numerous articles in these and related areas. Professor Coleman has pr 2: 2is a recent graduate of Salem State College, Salem, MA, USA, with a degree in International Business. Her primary research interest is in the area of international marketing. She has published and presented papers at national and international c 3: 3is an MBA candidate at Salem State College, Salem, MA, USA.

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