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Marketing to the ageing consumer : the secrets to building an age-friendly business

Author: Dick Stroud; Kim Walker, (Entrepreneur)
Publisher: Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"As the populations of Europe and the US, soon to be followed by China, grow older, it is vital that marketers understand the effects of physiological ageing and their impact on marketing. The book that provides this advice is yet to be written. This book contains models for companies to use to evaluate how successful their own strategies are and provide strategies and tools for improving their age-friendly  Read more...
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Document Type: Book
All Authors / Contributors: Dick Stroud; Kim Walker, (Entrepreneur)
ISBN: 9780230378193 0230378196
OCLC Number: 824670767
Description: xii, 251 pages : illustrations ; 24 cm
Contents: The ageing consumer --
a historic perspective --
Population ageing --
situation analysis --
Introduction to physiological ageing --
Understanding customer touchpoints --
The ageing senses --
The ageing mind --
The ageing body --
The meaning of 'age-friendly' --
Evaluating age-friendliness --
Creating an age-friendly strategy --
Age-friendly employers and governments --
The future.
Responsibility: by Dick Stroud, Kim Walker.

Abstract:

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  Read more...

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"Marketing to the Ageing Consumer is a much-needed pioneer. Our population is ageing and it is common knowledge that older people have different needs and preferences to younger people. Yet, there is Read more...

 
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