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Baby boomers are an incredibly lucrative market. But in their rush to appeal to youth, many companies have lost contact with baby boomers as they mature. The experts who contributed to this book find that boomers refuse to think of themselves as old even as they seek some of the comforts of mid-life. As they move through their peak earning years and into retirement, they still have a sense of fun and self-confidence. As perpetual learners, boomers continue to be information hungry and willing to
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