edited by Leslie M. Harris

Mature baby boomers are an incredibly lucrative market, but in their rush to appeal to youth, many companies lose contact with baby boomers as they mature. The experts who contributed to this book find that mature baby boomers refused to think of themselves as old even as they seek some of the comforts of mid-life. Mature baby boomers still have a sense of fun and self-confidence even as they move through their peak earning years and into retirement.

Leading marketers in the fields of leisure and travel, financial services, apparel, fast food, technology and health care tell you what mature baby boomers want from these industries. (192 pp., hardcover, ISBN 0-9725290-2-0, 2003)