BOOK REVIEW: 'Ageless Marketing' has timely advice

College psych fans will love this book. In trying to get marketers to realize they should aim messages at aging baby boomers, the authors delve into psychology, genetics, and brain science, among other weighty topics.

College psych fans will love this book. In trying to get marketers to realize they should aim messages at aging baby boomers, the authors delve into psychology, genetics, and brain science, among other weighty topics.

It's intense reading, but it gives you a lot to think about when trying to influence consumers. Basically, the authors say ads and most marketing tools don't work today because they target young adults, and a good part of the country is beyond that stage of life. As we age, our wants and needs change, even if we don't say that in focus groups. They write: "Without a common foundation from which everyone in consumer research and marketing practice works - one based on tenets of behavior - the 360-degree view that many say CRM affords is not achievable because neither CRM nor any dimension of traditional marketing takes into account the drivers of human behavior that operate in the bottomless pit of the unconscious." Told you it isn't light reading. ----- Title Ageless Marketing Author David B. Wolfe with Robert Snyder Publisher Dearborn Trade Publishing, 359 pages Reviewed by John N. Frank

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