The 50 plus are the wealthiest and fastest growing group of consumers.

Using the results of OMD's groundbreaking research plus interviews with leading marketers Dick Stroud shows why the obsession with youth-centric marketing must end. Marketing is changing - marketing is becoming Age Neutral.

This book rewrites the rules of the 50-Plus Market.

Company Presidents please note - your current marketers are about to make the same mistake as their predecessors, ignoring the 50+ 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

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)