Marketing to Seniors: Second Edition
Michael C. Walker retired from active management in 2002, after serving as Chief Executive of Seniorsfirst (Presbyterian Homes and Services of Genesee Valley, Inc.) for over 24 years. During his tenure operational revenues grew by over 700 per cent. Seniorsfirst is a full service provider of facilities, services and programs to the senior market in the greater Rochester, New York area. These include independent living, assisted living, home delivered services, adult day programs, home healthcare, nursing home care, including transitional, dementia and rehabilitative care, among others. Mr. Walker was responsible for the design and implementation of an innovative program serving seniors in their own homes. The award-winning Club 24 Senior Living at Home¿ program has been replicated across the United States using this unique model. Prior to his most recent employment, Mr. Walker served 15 years for the predecessors of J.P. Morgan Chase Manhattan Bank in upstate New York as Vice President in marketing and finance. During his banking career, he wrote An Introduction to Bank Marketing Research, published by the Bank Marketing Association, Chicago, the first book of its kind in the banking industry. The book was later reprinted in Europe and translated into Spanish. While Mr. Walker has retired from active management, he has not retired from working. He continues to be actively engaged as a marketing and management consultant to organizations and businesses in the senior market. In addition to having served on numerous state and local boards of directors, he has lectured in marketing for twelve years, eight of them at the State University of New York, College at Brockport. His numerous public speaking engagements include recent appearances for the Federal Reserve Bank of New York, and the Association of Fundraising Professionals.  Among Mr. Walker's awards and honors are the Business Community Partner Award, 2002-2003 from SUNY Brockport, the Patri