The fifty-plus market
Subtitle: why the future is age-neutral when it comes to marketing and branding
By: Dick Stroud.
Publisher: Kogan Page
Published: 2005
Place of publication: Sterling, VA
Language: eng
Number of pages: 314
Subjects: Marketing; Middle-aged consumers -- Attitudes; Older consumers -- Attitudes
Notes: Includes index.
Table of contents: title: Marketers on marketing to the over-50s; title: The future is getting old(er); title: Myths and marketing myopia; title: A global snapshot; title: What's different about being 'old'?; title: The strange world of segmentation; title: The value of geodemographics; title: The rules have changed; title: From theory to practice; title: Interactive channels : myths, facts and unknowns; title: Interactive media for older eyes, hands and minds; title: Communication with the over-50s; title: Thoughts about the creative.