ABSTRACT
This chapter presents a state-of-the-art assessment of marketing to the "maturing" population in the two oldest generations of consumers: baby boomers and their parents. These two generations comprise the largest segment of consumers that is commonly referred to as "the mature market." The chapter traces the evolution of generational marketing, with special emphasis on the mature market. It also presents corporate challenges and responses to the growing sizes of these two oldest generations. The chapter discusses differences in the consumption patterns of the two generations. It suggests that guideline for marketing to baby boomers and their parents. The chapter addresses the need for understanding consumers of different generations in different parts of the globe for effectively marketing to them and offers guidelines for future research in this area. The need to better serve the different generations prompted additional efforts to further refine these relatively large segments of the population.
