Title: Essential reading
Review: Too many marketing books offer only vague, motherhood-and-apple pie advice - particularly when the topic is a broad one. No such danger here. This book offers an ideal mix of analysis and advice, all delivered in a highly readable way. Brent Green is also very realistic about the Baby Boomers - he is not simply a cheerleader for how big and important the market is (although this is perfectly true), he also points out the challenges that this age group will face going forward, and how those impact on marketing communications. It's all too easy, as many advertisers are showing, to jump on the Boomer bandwagon, throw some old rock 'n roll lyrics into your commercial, and think you've done all you have to do. Brent Green shows exactly why this won't work, and what you should do inside. I consider this book essential reading for anyone interested in understanding, and reaching, the Boomer market.
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