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

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

Today, more than ever, marketers need a way to increase the return on their marketing investments. Baby boomers continue to be the most powerful, vibrant consum

This title shows leisure industry professionals how to attract the emerging and lucrative 'Baby Boomer' market by using evidence based research to understand th

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