Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
Customer Reviews:
When the .......2007-03-27
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.
While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.
Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.
The book jacket promises to deliver:
"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."
...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.
On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.
"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."
In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."
That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:
Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."
[...].
Strategic and tactical insights from a practitioner.......2006-07-18
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.
A Sociological and Business Breakthrough.......2006-07-18
This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.
Covers all of the insights and strategies necessary .......2005-02-07
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.
If Your Competition Reads This and You Don't..........2005-01-28
...you'll never know what hit you.
Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.
In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
Average customer rating:
- Tightly focused and intelligently crafted
- This book has it all
- Boomers shared values predict profound consequences
- Practical approach to more successful boomer marketing
- A marketing book by someone with a marketing track record
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Marketing to Leading-Edge Baby Boomers
Brent Green
Manufacturer: Writers Advantage
ProductGroup: Book
Binding: Paperback
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ASIN: 0595264093 |
Book Description
Americans born between 1946 and 1955 are ready to shatter traditional assumptions about early retirement. Their journey into the Golden Years will be groundbreaking.
Called Leading-Edge Baby Boomers, this forceful segment has over $500 billion in spending power and today controls a significant percentage of the nation's assets. Even more staggering is an unfolding demographic truth: more than 30 percent of Americans will be over 50 by 2010.
Brent Green, an experienced counseling therapist and award-winning creative director and copywriter, has published a book focused on this lucrative pre- and early-retirement segment. Entitled Marketing to Leading-edge Baby Boomers, Green's analysis reveals the psychological, sociological and interpersonal dimensions of a generation quickly reaching the life stage associated with quiescence.
As the author declares: "They will not be quiet, calm, or disengaged. They will collectively redefine the connotations of aging and the purpose of life's closing years. They will set the stage for a long-term reorientation of American business to the value of its previously most undervalued population segment. They will bring to aging culture what they bequest to youth culture when they were boisterously becoming young adults four decades ago."
Today, opportunity and reality are at odds. Somewhere between Woodstock Nation and Over-The-Hill, the most sought after market in America became passé. The fiftysomething-to-sixty crowd has not been attracting its fair share of commercial attention from advertisers and ad agencies. As Green challenges, this is a problem larger than benign neglect.
Baby Boomers have often been the source of contempt and ridicule, a byproduct of disdain for the group's alleged self-absorbed, unpatriotic character, historically rooted in the Vietnam War era. Green provides troubling evidence for an emerging ageism directed at those in their mid-forties to mid-fifties. A side effect of historical distaste and today's growing ageism is often dreadful marketing: hackneyed pitches, rife with stereotypes and generational invectives.
In thirty-six fast-paced chapters, Green analyzes such topical issues as Boomer spirituality, an emerging creativity, political agendas, age-defying strategies, corporate malfeasance, lifestyle downsizing, adventure travel, and communal instincts. The book also provides well-developed case studies of marketing programs that have worked powerfully with Boomers.
A long-term social observer and critic, Brent Green understands the positive marketing implications of his feisty generation: "They will not tolerate typecasting, stereotypes, pandering or ageism. They will expect stylish products to instill value beyond mere utility. They will invest in products and services that resonate, and they will reward those who crack the idiosyncratic marketing code."
An unusual aspect of this traditional business book is Green's inclusion of two convincing short stories about Leading-edge Baby Boomers. The first story explores the Internet's impact on a dormant relationship from the sixties, raising larger questions about unresolved generational agendas and the coming struggle for relevance and meaning.
The second story presents an Orwellian view of an ageist society in 2028. The protagonist, a successful trial attorney who has dedicated her life to women's issues, is awakening to the new reality of generational condemnation, discrimination, and violence. This story makes a solid case for heightened awareness of Green's descriptive term: Genism.
Customer Reviews:
Tightly focused and intelligently crafted.......2006-07-18
This is an interesting, smart and important book, and the writer capably crafts a compelling, informative text that engages the reader. The text exhibits thorough research on baby boomers, and the author answers every question, seemingly, that a reader might have. The text is written in an easy-to-read, easy-to-follow and easy-to-stay interested manner and is organized in a reader-friendly manner, guiding the reading experience with a logical organizational approach to the subject. Brent Green is very skilled and exercises a capacity for tight, focused writing, often employing very vivid descriptions and clever phrases to illustrate key ideas and principles presented in the text. Overall, the book is very well-done and the author should be commended for this accomplishment.
This book has it all.......2004-05-15
This book achieves a dual purpose that I found extremely gratifying. It helped me understand the leading edge baby boomers in a way that I never have before. It also gave me insights about specific ways to market my services to this group.
I've read many books that give general marketing ideas, but none that goes right to the heart of this unique group of men and women and offers information that I can use to reach them.
As a bonus, the book is enjoyable to read and offers unexpected and interesting insights about the world around us.
From beginning to end we feel the care and humanity of the author and know that marketing means more to him than selling product. It means meeting people where they live and engaging them in such a way that they leave the encounter feeling they were deeply nourished. It means working together with people to make a better world.
This is an exceptional and unusual book which I highly recommend for your consideration. After reading it, I couldn't wait to put many of Brent's insights into practice.
Boomers shared values predict profound consequences.......2004-03-26
Green develops an interesting approach to cohort marketing by presenting the sociology of the boomer generation. His initial thesis rests on an important observation by a German social psychologist called a "zeitgeist." As Green posits in a stimulating essay near the end of the book: "When a middle-aged individual struggles with aging, it is called an identity crisis. When a generation struggles with the same fact of life, it is called a zeitgeist-a shared feeling for an era, a spirit of the times." Green argues that the leading-edge boomers shared an extraordinary zeitgeist when they became young adults due to the galvanizing influences of the Vietnam War era and the cultural revolution. As a result of this unique passage into adulthood, they share many unique generational life-values. Now that they have become middle-aged adults, boomers are sharing another zeitgeist that will not only change the way they behave in a consumer society, this shared experience of aging by such a large and influential generation will eventually change America's conception of aging ... hopefully for the better. In this context, Green's book also poses a warning about generational discrimination and ageism, a combined concept he calls "genism." The book is crisp but intellectually powerful and raises many interesting ideas that connect social psychology with buying behavior. This book truly stands apart for its insights and how the writer expresses these ideas in clear, easy-to-read prose.
Practical approach to more successful boomer marketing.......2004-03-21
An insightful and intellectually thought-provoking book, and the most helpful marketing book I've read in a while. The author's articulate, yet succinct approach gives the reader a clear understanding of the growing opportunity that awaits those who effectively communicate with the Leading-edge Baby Boomer segment. Most importantly, the strategic marketing framework plus Green's colorful, real life examples and psychological perspective, provide readers with a solid, concise grasp the cohort. This is a practical guide that I will re-read and reference to help my healthcare company get better results and more dollars from a lucrative segment.
A marketing book by someone with a marketing track record.......2004-03-21
Some new marketing books "catch the wave" and achieve overnight bestseller status, especially those that promise instant success: permission marketing, viral marketing, emotional marketing, and on and on. Green's book does not give pat formulas or suggest easy answers; it reveals insights and proposes strategies. The book is full of anecdotes and case studies from his successful career in marketing. That's a plus. It's refreshing to read a marketing book by someone who has actually been a practitioner and has a track record. Too many marketing books are also way too theoretical or academic. The author admits his own activism during the Vietnam War era and couples the lessons of that time with decades of experience as an advertising executive. He provokes new thinking about social issues often taken for granted (at least by me until I read the book). The book made me aware of what some marketers are doing well and what a larger group is doing wrong when it comes to baby boomer advertising. Green shares interesting insights about boomer history, debunks some myths that crop up in conservative media, and calls for a better conception of aging. If the author is so inclined, however, it would be helpful to see a second edition with more "how-to" information.
Book Description
This book covers the major topics of modern world history in a clear and concise style. After a general introduction, themes are developed in more detail, with headings, key words, and phrases underlined. With its easy to follow cross-referencing and helpful problem-solving approach, this text is the ideal introduction to higher level study of modern world history.
Customer Reviews:
Clear but doesn't oversimplify ..........2005-03-09
Can I recommend this book too many times?. I don't think so. In my opinion, Lowe's book is a great way to start studying history, or even to learn more if you have already started.
The reasons for that statement are many. "Mastering Modern World History" is clear but doesn't oversimplify the events it talks about. It isn't long, but it gives you a brief summary of the subjects under study and the motivation to investigate more. Also, I would like to point out that the author includes at the end of each chapter some interesting questions that are eerily similar to those a teacher might ask in an exam. If you are a student, don't panic: take advantage of this opportunity :)
"Mastering Modern World History" has many interesting illustrations, and also quite a few useful maps. This third edition includes relatively new historical events, for example the collapse of communism. All the same, I wish I could have the 4th edition, that unfortunately hasn't been published yet, because many relevant things have happened since 1997 and I would like to read about them here. That is the only reason I give this book 4 stars instead of 5.
To sum up, I think this is a wonderful book, and as such a great gift to yourself and others. Lowe manages to write clearly about subjects that are not simple, and surprisingly enough for those who aren't fond of history books, he also happens to write quite well. What else can I say?. Strongly recommended!.
Belen Alcat
The best modern history book.......2002-04-15
I would give this book 10 stars if it were possible, this is the best modern history book I have read so far. It's the perfect book for people who hated history at school and now find it difficult to understand modern world affairs. The author writes in a concise, to-the-point, clear way providing simple explanations to the most important events which took place during the 20th century: the two World Wars, Vietnam War, Cold War, Communism, Fascism, Decolonization, Middle-East, United Nations, etc. He also provides the reader with interesting questions, hyphotesis, excerpts, and pictures which make the reader "participate" in an original kind of way. If you are having trouble watching the news daily because you never quite understand the basis of current affairs and politics, this book will provide you with the necessary insight to better understand the world today.
Book Description
Nowhere in the world is China’s rapid rise to power more evident than in Africa. From multi-billion dollar investments in oil and minerals to the influx of thousands of merchants, laborers and cheap consumer goods, China’s economic and political reach is redefining Africa’s traditional ties with the international community. This book investigates the emerging relationship between China and Africa to determine whether this engagement will be that of a development partner, economic competitor or new hegemony. Alden argues that in order to understand Chinese involvement on the continent, we need to recognize the range of economic, diplomatic and security rationales behind Beijing’s Africa policy as well as the response of African elites to China’s entreaties. Only then can the new challenges and opportunities for Africa and the West be accurately assessed.
Average customer rating:
- Interesting Stories of Close Encounters of the First Kind!
- Excellent Read & Lots of Fun!
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How They Met: Famous Lovers, Partners, Competitors, and Other Legendary Duos
Joey Green
Manufacturer: Black Dog & Leventhal Publishers
ProductGroup: Book
Binding: Hardcover
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Contrary to Popular Belief: More than 250 False Facts Revealed
ASIN: 1579123279 |
Book Description
Everyone loves popular biography, especially when served up in concentrated, fact-filled listings, each one enhanced by an eye-catching photograph. How They Met tells the entertaining and often enlightening stories of all those twosomes for whom the total was much more than the sum of their parts. It's an irresistibly insightful celebration of the icons of entertainment, business, and more--from Mick Jagger and Keith Richards to Ben and Jerry.
Customer Reviews:
Interesting Stories of Close Encounters of the First Kind!.......2006-03-26
For all those who have wondered how Antony & Cleopatra, Lucy & Desi, Sears & Roebuck, Liz & Dick, Smith & Wesson, Stanley & Livingstone, Napoleon & Josephine and countless other 'couples' first met, this book is just what the doctor ordered.
Author Joel Green gives us the straight skinny on 80 famous couples - how they met and their subsequent fate. A few of the inclusions seem to run to "flavor of the month" - Brad & Jennifer, Ozzy Osbourne, etc. - or worse - does anyone really care how Roseanne and Tom Arnold got together?? - but it's all good, clean fun. And entertaining and informative!
***
A suggestion to the author: Think sequel. Consider the following: George & Martha Washington, Lunt & Fontaine, Winston & Clementine Churchill, George & Libby Custer.
Excellent Read & Lots of Fun!.......2005-05-23
This well done effort romps through many of the famous business and romantic pairings of history, and includes numerous photos too. The Roosevelts,Kennedys,Hitler and Eva,Romeo and Juliet,Sherlock & Dr. Watson, Proctor and Gamble, Bill and Hillary are among the high points. Most of the short essays are fine, but a few seem to cater to fly by night current partners who may not really make the grade! Where are Hewlett and Packard,Charles and Anne Lindbergh? Well, you cannot include everyone, one supposes!
Average customer rating:
- Brilliant and Deep Exploration of the Subject
- Absolutely Brilliant!
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Partners or Competitors?
Richard H. Stokes, Bruce Steinberg
Manufacturer: Rowman & Littlefield Publishers, Inc.
ProductGroup: Book
Binding: Hardcover
Strategy & Competition
| Management & Leadership
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Economic Conditions
| Economics
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Exports & Imports
| Economics
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International
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General
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ASIN: 084769321X |
Book Description
The ongoing Asian financial crisis has graphically demonstrated the shared Western stake in the Asian economy as the United States and Europe face falling exports to Asia and rising imports from the region. Partners or Competitors? provides the first blueprint for transatlantic teamwork in the Pacific at this critical juncture. The authors provide cogent analyses of a range of important cases, from electronic commerce to autos, from anti-trust policy to the protection of intellectual property. Tracing the history of self-defeating competition in the region, they explore both the opportunities and limitations of collaboration in today's rapidly evolving international trade environment.
Customer Reviews:
Brilliant and Deep Exploration of the Subject.......1999-11-10
In deft strokes, "Partners or Competitors" sets the stage with both Europe and America vying with each for a piece of the trade prize which is Asia. Although there is a history of competition between the U.S. and the EU, the economic downturn in Asia made both aware that they were in the same boat, in that both were going to suffer substantial losses due to debt that is unlikely to be repaid.
The competitive systems of the EU and the U.S. are similar, which creates a concomitant desire for similar outcomes in trade negotiations with Asian countries. The mutual interests between the EU and the U.S., especially in light of an Asian economic downturn, would seem to compel cooperation on trade issues and, perhaps, shared economic pressure on Asia to comply. However, there are enormous barriers to cooperation--some of which are inherent in the structure of the trade organizations currently used to negotiate international trade agreements.
The editors have put together an impressive array of contributors who, together, have written a careful exploration of the prospects for Asian trade liberalization along with the barriers to U.S./EU cooperation. Some of it is descriptive, some of it is prescriptive, all of it is brilliant.
This book is an absolute must for anyone interested in international trade negotiations, European/U.S. cooperation to affect trade policy, and the application of political power to open foreign markets.
Bravo.
Absolutely Brilliant!.......1999-10-16
This is now require reading for all of my students
Average customer rating:
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Partners, Not Competitors: The Age of Teamwork and Technology
Lawrence Oliva
Manufacturer: IDEA GROUP PUBLISHING
ProductGroup: Book
Binding: Paperback
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Manager's Guides to Computing
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ASIN: 1878289098 |
Book Description
This digital document is an article from Automatic Merchandiser, published by Cygnus Business Media on May 1, 2002. The length of the article is 2356 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Automated c-store: vending's partner or competitor? Technology creates new possibilities for more convinient retail concepts. (Special Report).
Author: Elliot Maras
Publication:
Automatic Merchandiser (Magazine/Journal)
Date: May 1, 2002
Publisher: Cygnus Business Media
Volume: 44
Issue: 5
Page: 40(6)
Distributed by Thomson Gale
Book Description
This market research report on Palm Inc. provides a comprehensive analysis of its strategies, operational and financial metrics. The report covers the key strategic issues facing the company, including its operations in Europe and the recent partial takeover by Elevation Partners. In addition, we offer a comparative study of the company’s performance and those of its competitors such as Motorola, RIM and Nokia. Extensive coverage is also devoted to Palm’s financial performance highlighting results from 2006 with forecasts typically out to 2010.
Book Description
For 2005, Microsoft is advancing an integration strategy designed to expand sales into emerging markets and to garner more sales from its saturated, core US Office and Windows market. JupiterResearch believes 2005 presents unique opportunities for Microsoft partners and competitors, which should try to capitalize on an important transition year between major Microsoft desktop upgrades.
Book Description
Microsoft plans to release new versions of its three "anchor products"—Office, Windows, and Windows Server—in late 2005 and 2006.
Book Description
485 ways to clean, polish, disinfect, deodorize, launder, remove stains, even wash your car, without harming yourself or the environment. Recipes based on harmless, nonpolluting, renewable ingredients. 160 pages, recycled paper/vegetable ink, paperback.
Customer Reviews:
great book, but supply your own common sense.......2007-10-03
This is a great book, with lots of helpful ideas on ways to clean naturally (and effectively--always important!). She has a more recent book, but this one beats all for its long listing of ways to treat various stains. My only complaint is that sometimes her definition of toxic varies from mine (for instance, she acknowledges that an ounce of borax may be toxic for a 150-lb. person, but then calls for that in many recipes anyway, and she recommends alum in a place or two even though it contains aluminum), and that she's lacking in common sense in a couple of places. A prime example of the latter was one of her recommendations for treating berry stains: from a height of three feet, pour boiling water onto fabric that's stretched tight. Aiaiai! That recipe is almost guaranteed to cause burns, and I'm surprised she lists it, since she also says that MILK will remove berry stains. So it's a great resource, but remember to bring your own common sense to the table when using it.
Missing web addresses.......2007-03-31
This is a good book but none of the companies she mentions have web addresses which would be very helpful.
lots of info.......2007-03-26
This was a big help and had everything I needed answers to.
Very informative although difficult at times to follow.......2006-09-25
I've had this book for quite awhile, actually for a year now and find that it is an excellent reference for green cleaning. Annie provides not only home-made recipes but recommendations for ready-made green products that you can find either online or at your health food store; as well as references to ingredients and resources for additional reading. This was actually the first book that I read about green cleaning and it spurred me on to seek more information and change my house-keeping and cleaning products and habits entirely. For the beginner, though, I would recommend "Clean House, Clean Planet" as it is more instructional as to how to properly mix the ingredients to get the best results.
This small book tends to be overwhelming in its amount of information and sometimes the recipes can be hard to find when you're in a hurry and looking for a particular item. But all in all, like her other book "Better Basics For The Home", it is a gem that would be a wonderful addition to anyone's green clean library.
Info for M. Windsor and others who don't know.......2006-08-22
Grape seed oil is a good source of vitamin E. Both vitamin C and E are used as preservatives because they are anti-oxidants (prevents oxidation or rotting). Check out the labels on the organic or high end "natural" pet foods and you will clearly see them used as preservatives. Sodium chloride (salt) is a preservative (think bacon) and causes water retention and that's why chefs typically use unsalted butter and then add sea salt as needed. So the author of this book was correct.
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Turning Silver into Gold: How to Profit in the New Boomer Marketplace
After Fifty: How the Baby Boom Will Redefine the Mature Market
