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What We’ve Learned About Marketing To Baby Boomers – Part IV

By Jim Gilmartin – In Part I, Part II and Part III of this series, we’ve shared the marketing implications of how Baby Boomers think. This is the final article in the series. Research has shown that customers’ final decisions are not the direct product of the reasoning process; in fact, emotions drive Baby Boomers in their purchase decisions. The …

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What We’ve Learned About Marketing To Baby Boomers – Part III

By Jim Gilmartin – There are many perspectives on how to effectively market to Baby Boomers. We’ve shared several in Part I and Part II of this series. We believe we can roughly divide Baby Boomer behavior perspectives into two approaches. The first emphasizes the objectivity of science and that the customer is considered a rational decision maker. In contrast, …

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Marketing To Baby Boomers – Is It A Game Of Chance?

by Jim Gilmartin – An esteemed colleague once told me that no category of business expense contains as much waste as marketing. The amounts are astounding. Some marketing-related activities are estimated to cost companies about $500 billion annually. There are those that consider that figure is double what it should be. That claim is not as outlandish as it might …