The buying habits of baby boomers really do differ from those of their parents. The authors show how marketers can use each group's consumption patterns to reach both markets most effectively. Another insight: buying habits of these groups differ according to the product or service offered. By analyzing each cohort's buying habits in various purchasing situations, the book dramatizes the need for customized marketing strategies. Based on two national surveys conducted by the Center for Mature Studies, Georgia State University, the book will be essential for marketing professionals and their academic colleagues.

Moschis and his coauthors concentrate on food products, apparel, footwear, drugs and cosmetics, housing, technology products and telecommunications services, health care, travel and leisure, and financial and insurance services. They cover preferences for selected products and services, patronage habits, methods of purchasing, motives for preferences for specific brands and services and for payment methods, and reasons for buying direct. Each chapter addresses a specific product or service category and includes analyses of survey respondents by demographic and lifestyle characteristics and media use habits. The book concludes with a discussion of the implications of their research and the ways in which it will lead marketers to design more effective strategies, not only today but in the future.

A day before she is about to complete an investigative assignment in India, Sara Hartsfield, an investigative journalist for NCN, is invited by a stranger to witness an extraordinary event, described by him as a history-making event. The event turns out to be the destruction of Babri Masjid, a historic mosque at the core of religious conflict in India. In the midst of extreme violence and exploding bombs, Sara faces death and comes into possession of an ancient document. Driven by the curiosity of an investigative journalist, Sara attempts to unearth the secrets hidden in the document. She is convinced that the document contains the answer that mankind has been seeking for ages. With each step she uncovers more but risks her life to a greater extent. With each page the level of tension increases making it impossible for readers to put down the book until they get to the secret of the document.