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This book illuminates a dark corner of the marketing arenaone which professionals need to take under advisement as quickly as possible. The ability and skill to address an aging population is a necessity in today's corporate, service, and non-profit environments. This book is filled with not just theory but practical applications to assist the in-house, agency, or consulting marketer. -- Ira Krawitz, New York UniversityCooper and Lim have helped fill an important void in communications education and scholarship with SilverComm. The text combines rich data with personal interviews to shed light on the numerousand often overlookedprofessional opportunities in the older-adult consumer space and the rewards associated with this important work. -- Diana Martinelli, PhD, dean and Widmeyer Professor of Public Relations, West Virginia University, Reed College of MediaIn the age of aging, SilverComma term coined by the authors of this bookhas tremendous opportunities while facing unique challenges.