"A thoughtful, well-researched and thorough exploration of the 50-plus market." Media Week "Uses first-hand research to prove that the same marketing rules apply to the over-50s as to the rest of the population." In-Store Magazine "The over 50s are not a niche market - they account for 40% of the UK's adult population." Brand Republic "Stroud argues that not only are the assumptions we make about the older age groups inaccurate, but by ignoring them we miss out on one of the greatest ever target group bonanzas." Marketing "Stroud argues persuasively for 'age-neutral' advertising and for businesses to study the 50-plus market and find out where they are missing potential revenue." Director "Ushers in the era of age-neutral marketing... compelling." European Business "Takes stock of the marketing approach to the seniors market." EFMA Magazine "An unusual book, which addresses and challenges stereotypes, prejudices and assumptions in the marketing industry." Professional Manager "The most thorough and comprehensive analysis of this market published to date." Journal of Direct, Data and Digital Marketing Practice "A persuasive argument that fundamental change is needed to shake marketers from their comfort zone, one that leaves them unwilling to explore a new model that includes older consumers in their sales planning." Forbes online "Uses original research from OMD, the second largest media communications specialist in the world, to dispel the myths and explain the truths of marketing to the over 50s." European Foundation for Management Development "Will help you from research, planning and creative perspectives right through to implementation. What it does in the main is dispel the view that marketing to the young is the only profitable route." Enterprise Enfield "Provides a new approach to how companies interact with older customers, advocating age-neutral marketing strategies to ensure the growing numbers of affluent over-50 consumers aren't overlooked." Midwest Book Review "A wake up call to marketers to respond to the demographic and economic changes that will shape business success in many industries." All About Branding "Company presidents please note - your current marketers are about to make the same mistake as their predecessors, ignoring the 50-plus consumer until they're one themselves and retired. But there is a solution - give them this book to read immediately." Michael Harvey, Consumer Planning Director, Diageo "There is no such thing as age, the world can only be segmented based on behaviour; that is assuming you believe segmentation is still possible. The future of marketing is based on even-handed, intelligent, inclusive strategies. Read this book in detail and take the risk. Do as it recommends." Simon Thompson, Marketing Director, Honda (UK) "More than 50 per cent of the UK population is now over 50. Dick Stroud faces up to the painful truths about ageing, but explodes the many marketing myths about this target group. This book is essential reading for marketing executives of all ages." Hugh Burkitt, Chief Executive, The Marketing Society "To say that the over-50s is a neglected market would be the understatement of the decade. Dick Stroud has written this fascinating, fact-filled book on how to target this growing and extremely prosperous group. It is a veritable cornucopia of facts, information and guidelines. It is as good as an encyclopaedia and deserves to be a best-seller." Professor Malcolm McDonald, Emeritus Professor of Marketing, Cranfield School of Management "With persuasive (even obsessive) attention to detail, Dick Stroud shows how wrinklies are a huge and virtually untapped market." Wally Olins, Chairman of Saffron Brand Consultants and wrinklie "The over-50s are the richest, most abundant, most available and most ad-appreciative section of society, yet our ageist assumptions prevent us from successfully engaging them. This book is a wake-up call to all marketers - ignore it (and this audience) at your peril." Michael Baulk, Chairman and Chief Executive, Abbott Mead Vickers Group Ltd