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The grandparent economy : how baby boomers are bridging the generation gap / Lori K. Bitter.
Author
Bitter, Lori K.
[Browse]
Format
Book
Language
English
Published/Created
Ithaca, NY : Paramount Market Publishing, Inc., [2015]
©2015
Description
xiv, 138 pages : illustrations (chiefly color) ; 23 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
Firestone Library - Stacks
HF5415.332.O43 B588 2015
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Details
Subject(s)
Older consumers
—
United States
—
Statistics
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Grandparents
—
United States
—
Statistics
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Older people
—
United States
—
Statistics
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Baby boom generation
—
United States
—
Statistics
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Consumers' preferences
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Consumer behavior
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Library of Congress genre(s)
Statistics
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Summary note
Boomer grandparents provide care for older adults and young children, equating to billions of dollars in savings as elders age in place and adult children rely on them for all types of care. Boomer grandparents also fund education, they pay for insurance and they may very well be sacrificing their own retirement to do so. These grandparents are working longer than any previous generation of older adults as they help to fund the lives of at least three generations. This easy-to-read book will shatter many of perceptions that, in the past, have diverted marketers' attention from one of the biggest marketing opportunities ever. Learn what really matters in the lives of today's grandparents from the generation raised on sex, drugs, and rock and roll.
Notes
Includes index.
Contents
Research for the grandparent economy
A story of three generations
The evolving grandparent
Understanding grandparents as customers
Mature marketing today
Grandparents : the three-legged stool
The rise of the multi-generational household
The grandparent lifestyle : technology & connection
The last word on grandparent spending.
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ISBN
1941688381
9781941688380
OCLC
916142075
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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