Using familiar examples, Nyren advises how to change prescription drug advertising, discusses planned retirement communities and the ways that they can be made

Capitalizing on what is arguably the most important social phenomenon of our time and place—the aging of America—this book shows organizations how to market s

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of th

With Baby Boomer women spending over a trillion dollars a year, the days of 40+ women being ignored by marketers are numbered BOOM is a comprehensive guide to i

Experts who have been studying Baby Boomers for decades provide their insights on the how Boomers may respond to marketing, the workplace, financial and economi