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Reviewed by Vernita Naylor for Readers' Favorite
Marketing is a multi-billion dollar industry. It is the process of channeling goods and services from supplier to buyer. When marketing your goods or services, you must consider your target market and the required channels to reach them. The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell is an excellent marketing resource. Peter displays the effectiveness of marketing using the elements of the aging community. For example, the Baby Boomer generation is from 1946 to 1964 and has an identity unlike any other generation. Baby Boomers helped not only to create the new face of marketing, but established the trends and fads that continue to repeat themselves and will do so for generations to come. It was during this era that a lot of businesses were able to test their marketing efforts and were eventually able to grow their businesses, from United, Betty Crocker, Sara Lee, television broadcasting channels (i.e. ABC and NBC), Procter & Gamble (P&G) and Levi’s, to Coke and Pepsi. “You see, the Baby Boomers are the largest, wealthiest segment in the history of marketing, and while they still dominate almost all product categories, marketers have been slow to embrace an older consumer whom they judge to be less valuable than a younger one,” says Peter Hubbell.
Peter hit the mark when he penned The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell due to its wealth of knowledge. I truly enjoyed this book because, as stated in his quote that the Baby Boomer generation is being overlooked when it pertains to marketing efforts, however, it must be understood that the younger generation does not have brand loyalty and companies have not yet grasped this evolution. Maybe once their profit margins begin to erode they will then begin to reconsider the economic buying power of the aging market. Businesses and companies, if you are looking for other markets to help scale up in your bottom line, I highly recommend reading The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell.
