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The 50-plus market : why the future is age neutral when it comes to marketing & branding strategies

Author: Dick Stroud
Publisher: London ; Sterling, VA : Kogan Page, 2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession." "Challenging marketing's  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Dick Stroud
ISBN: 0749442581 9780749442583
OCLC Number: 60839347
Notes: "In association with OMD."
Includes index.
Description: xvi, 314 pages : illustrations ; 24 cm
Contents: Marketers on marketing to the over-50s --
The future is getting old(er) --
Myths and marketing myopia --
A global snapshot --
What's different about being 'old'? --
The strange world of segmentation --
The value of geodemographics --
The rules have changed --
From theory to practice --
Interactive channels : myths, facts and unknowns --
Interactive media for older eyes, hands and minds --
Communicating with the over-50s --
Thoughts about the creative --
What of the future?
Other Titles: Fifty-plus market
Responsibility: Dick Stroud.
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Abstract:

Highlights dangers to marketing professionals of treating the 50+ age group differently from the rest of the population; explains why, in marketing and demographical terms, we now inhabit an  Read more...

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"A thoughtful, well-researched and thorough exploration of the 50-plus market." Media Week "Uses first-hand research to prove that the same marketing rules apply to the over-50s as to the Read more...

 
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   schema:reviewBody ""In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession." "Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50-plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by some of the most affluent members of society - the over-50s." "Written in an accessible and straightforward style, the book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50-plus Market is essential reading for those wishing to refine their marketing strategies."--Jacket." ;
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