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 Browse related items Request

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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.
    ISBN
    • 1941688381
    • 9781941688380
    OCLC
    916142075
    Statement on language in description
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