Marketing to the Ageing Consumer [electronic resource] : The Secrets to Building an Age-Friendly Business /
Stroud, D.author.
Walker, K.author.
Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.
Description based upon print version of record.
Cover; Contents; List of Figures and Tables; Acknowledgments; Introduction; 1 The ageing consumer - a historic perspective; 2 Population ageing - situation analysis; 3 Introduction to physiological ageing; 4 Understanding customer touchpoints; 5 The ageing senses; 6 The ageing mind; 7 The ageing body; 8 The meaning of 'age-friendly'; 9 Evaluating age-friendliness; 10 Creating an age-friendly strategy; 11 Age-friendly employers and governments; 12 The future; Notes; Index
Includes bibliographical references and index.
Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.
Marketing.
International business enterprises.
Leadership.
Customer relations-Management.
Management.
Industrial management.
Market research.
Marketing.
International Business.
Business Strategy/Leadership.
Customer Relationship Management.
Innovation/Technology Management.
Market Research/Competitive Intelligence.