By analyzing and monitoring current trends in the marketplace, Contemporary Sales Force Management helps sales managers align resources and strategic efforts to gain an edge over competitors. You will develop an understanding of where current and prospective sales opportunities exist in order to fully utilize automation, how to update crisis management policies to reflect changing industry dynamics, and how to raise your level of sales efficiency through the use of customer advisory groups and sales technological tools, such as video conferencing, database management, and up-to-date industry software. Through the book's important discussions on lowering mutual costs, building long-term customer relationships, improving sales skills, and developing core process skills, you will also learn to think and act with a strategic perspective that successfully steers the sales process.Grounded in practical applications, Contemporary Sales Force Management unites theoretical principles with applied examples and case studies gathered from research with major firms in dynamic markets such as Beijing and Shanghai in China, the European Union, and the United States. From these case studies demonstrating how top players achieve success, you gain critical information on: the role of the sales force manager in organizations strategic issues for an international sales effort gaining functional expertise in sales and marketing along with industry knowledge globalization and its impact on sales management strategies for applying Total Quality Management to sales electronic commerce and cultivating customers on the Web the consequences of having a poorly motivated sales force with low morale developing an environment that fosters and rewards the management of crisis understanding your biases and stereotypical assumptions about others and how these affect decisionmaking dealing with the legal and regulatory environment and ethical issues that arise in the course of managing the sales forceContemporary Sales Force Management is the book managers, entrepreneurs, business people, and faculty and students of executive business education programs have long awaited. Its sample sales plan, specific strategies, and hands-on advice will prove indispensable as you maneuver away from the coattails of your competitors into a leading position in the marketplace.

Praise for BRANDS THAT ROCK

"Brands That Rock: A sexy fusion of rock 'n roll, hip hop, and fashion. This is what I call 'fashion-tainment.'"
-Sean "P. Diddy" Combs, Chairman of Sean John

"Roger has captured the essence of marketing by highlighting the know-how of some of the most exciting music industry entertainers. This is both a must-read for any marketing professional and one of the most interesting books on the art of marketing to consumers. Bravo!"
-Henry Juszkiewicz, Chairman & CEO, Gibson Guitar Corporation

"Out of the scores of recent books on brand building, this is the most unique and inspired one that I have read. By showing the ways that successful rock 'n roll bands build and preserve their fans, Blackwell and Stephan draw masterful lessons for even the most staid of packaged goods brands."
-Philip Kotler, author of Marketing Management and Marketing Insights from A to Z

"Brands That Rock takes you through the loyalty-building process and carefully explains brand importance. Thinking back, even Wal-Mart used a basic musical lyric to get the customer's attention. Our first TV jingle (in the 1970s) sang out 'Come to Wal-Mart, for savings you can see, everywhere you look.'"
-Jack Shewmaker, Wal-Mart Director

"Getting new ideas across to people is what Tina Stephan is talking about in this book. The connections that she makes are great."
-Calvin Klein

"Once again, Blackwell hits the nail on the head. Brands That Rock is another thoughtprovoking read from one of our nation's leading marketing minds. The connections between brand marketing and the music industry are cleverly explored in this must-read for today's generation of brandmanagers."
-Christopher M. Connor, Chairman and CEO, The Sherwin-Williams Company

"This book couldn't be more timely. The best brands know and behave as if they are a part of popular culture. As current as the next hot single or stadium concert, Roger and Tina have it exactly right. Plus, they rock!"
-Ed Razek, President and Chief Marketing Officer, Limited Brand and Creative Services

"The secrets to brand leadership rest in the emotional connections to one's core base. Brands That Rock brings this tough-to-really-learn lesson to life for today's marketers who have been rocking to this very backbeat all their lives in a fresh and exhilarating way."
-Todd Cunningham, Senior Vice President, MTV Brand Strategy and Planning

Is marketing in crisis? Some commentators have contended that marketing principles no longer appear relevant to the "real world" of marketing managers. The foremost figures in the field are marketing's most outspoken critics rather than disseminators of the marketing message. Indeed, a number of noted academic authorities have announced nothing less than "the end of marketing". While such apocalyptic sentiments are very much in keeping with our degraded, post-modern, pre-millenial times, the present volume of essays examines the extent to which the end of marketing "is" nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the 21st century. Ranging from narratology to feminism, these suggestions aim to enlighten, provoke and occasionally outrage.

This book has been previously published in eBook form and is also a section found in the more comprehensive book titled: "Preparing Inventions for Marketing Success" and is being made available for readers interested in these chapters specifically (shown below). Written in easy-to-follow language, this resource offers opportunity for a well-rounded, general education that can help to instill a better level of confidence and knowledge to inventors of new products with potential for success in the marketplace. No one can promise positive outcomes to inventors but being well-armed with the right information can significantly increase the chances of success. CONTENTS: Chapter One: My Personal Invention Success Story Chapter Two: Marketing Your Own Invention Chapter Three: Patenting - Protecting Your Invention Chapter Four: Promoting Your Invention in the Market Place Chapter Five: The Advantages in "licensing" (Royalty Agreement) your Invention Chapter Six: Beware of Dishonest Invention Companies

Tourism is an extremely challenging business. Some strategies work phenomenally well sometimes and?fail at others. You may be aware of the increased fragmentation of the consumer market and of the important role geography plays in tourist response but have difficulty finding a pattern to this without doing a lot of research. Geography and Tourism Marketing will provide you with diverse studies through which you will gain a better understanding of what excites and entices all types of consumers along with new strategies in your field to keep you up-to-date in the unpredictable business of tourism.Geography and Tourism Marketing is a compilation of greatly varied and valuable case studies and articles. In it you?ll explore thought-provoking topics such as these: the World Wide Web as one of the most significant technological developments in travel and tourism marketing the advantages of understanding the impact that a tourist's country of origin has on small island destinations pinpointing problems in a specific business venture so you can avoid similar mistakes providing interactive maps to potential consumers through Geographic Information Systems determining the effectiveness of brochures reformulating and promoting a consistent image of a destination in order to better serve consumers the fast-growing market of nature travelers and how they can be targeted more effectivelyIn this book, you will get current information on the link between geography and tourism marketing, which is an important aspect in conquering market segmentation and improving tourism marketing approaches. You will see the necessity of acknowledging this connection and be prepared to respond to it when you read Geography and Tourism Marketing.

If you feel you have a disjointed, or unbalanced, view of the global system of demand and supply, you are probably correct. Most studies leave out a very important part of the system--the marketing channel. That is why Laurens van der Laan developed and wrote this book, The Trans-Oceanic Marketing Channel. To help you understand what happens to export crops, such as cocoa, coffee, cotton, groundnuts, tea, and tobacco, between their country of origin and consumer markets, this book analyzes the roles of different actors in trans-oceanic trade, inherent differences between world markets, export diversification policies, and the commercial and institutional forces at play.The Trans-Oceanic Marketing Channel will give you a strong background in marketing channel concepts, and because of its focus on the exporter rather than on the government, it will provide you with an excellent model for microanalysis. As you read about the special features of trans-oceanic trade, you will also learn about: trade associations and their role in shaping world markets for trans-oceanic crops the uneasy relationship between exporters and shipping companies the selling conduct of agricultural exporters in Africa the tendency of actors in Africa to accelerate the trans-oceanic product flow the effectiveness of export marketing boards as channel leaders private enterprise, the chief agent of development the theory of "exporter preference"The Trans-Oceanic Marketing Channel invites policymakers, international businessmen, professors, and students to examine the opportunities, problems, and policies that confront the various players in trans-oceanic trade, especially the exporters. As the book discusses the divergent institutional arrangements in the world markets for agricultural products and their differential effect on African exports, you will become keenly aware of how vertical marketing systems differ from conventional marketing channels. No other book brings together the three fundamental sections of export agriculture, the country of production, the channel through which the products flow, and the country of destination, to provide you with a complete understanding of trans-oceanic marketing.

This book explores how resident, foreign managers interact with the Chinese in government and business and how this interaction affects implementation of joint venture laws and policies. In particular the author investigates local level bargaining between foreign joint venture managers and sub-national bureaucratic actors and focuses on the policy adjustments and legal innovations that evolve from this process, despite conflicting objectives. Most notably, he examines policy implementors who strive to maximize and speed transfer of capital, technology, and management know-how while maintaining control over joint venture operations, and joint venture managers who develop countermeasures to maximize profit, such as improving product quality and increasing autonomy from the state. The result of this research is to give a convincing picture of how business relations are successfully sustained in one of the world's most vigorous and dynamic economies.

Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you?ll be prepared to offer services that meet the public's demands, and you?ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments. Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book's "real-life" segmentation schemes will teach you how to apply them in day-to-day business.As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You?ll turn to it again and again for guidance and practical, easy suggestions

Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you?ll be prepared to offer services that meet the public's demands, and you?ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments. Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book's "real-life" segmentation schemes will teach you how to apply them in day-to-day business.As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You?ll turn to it again and again for guidance and practical, easy suggestions

You know you need to get the word out. But where do you start? How do you keep track of everything? Don't work harder-work smarter. The key is to stay organized and focused through solid project management skills, and at the heart of it all lies an efficient workflow. Goodman's invaluable resource is here to smooth the way with 72 time-saving guides that will streamline your processes. Addressing myriad marketing, publicity, and promotion activities, this book is packed with tried and true best practices and useful tips on such topics as: efficiently reviewing and tracking task requests from colleagues around your organization; keeping people informed through project management tools and formal reporting; developing and sustaining a network of media contacts in the community who will publicize your events; crafting a consistent brand identity across the organization through language, logo, and colors; creating and maintaining a public calendar for content; designing mobile-friendly email messages and web pages; segmenting email campaigns for maximum impact and engagement; collecting user information while respecting privacy; employing simple surveys for quick and useful feedback; and handling complaints with grace. With the help of Goodman's step-by-step advice, you'll be able to establish and maintain marketing communication strategies and workflows no matter your organization's size.

The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence. Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.

Knowledge is the basic output of the defense technology establishment in the United States; it is what enables the development of weapon systems. From this premise, this volume explores the process of knowledge production in defense technology from the beginnings of the Cold War to the present time. Produced through the process of research and development (R&D), technical knowledge for defense is an economic commodity. It is "fundable" in the sense of having future value. Like other commodities in the futures market, it is purchased before it is produced. But unlike those other commodities, this knowledge is typically produced through the joint efforts of the customer and the vendor.
This study highlights two polar aspects of knowledge production: technology development and technology transfer. It centers on the present, shifting concept of defense conversion that is redefining defense technology policy. The book also includes cited documents pertaining to the transactions that engage customers and vendors in the process of knowledge production. The documents constitute a literature of needs and claims, and they reveal two chief properties: problem formulation and tactical positioning. Apart from the substantive yield of these particular documents, the strategy of evidence in this volume has broad implications for further study, suggesting a means of analyzing knowledge production in other large social systems.

Learn how to create an authentic and consistent brand strategy by focusing on the values of your company. This book breaks this process into three steps focused on brand identity, setting intentions and implementing the resulting strategy. To consistently appeal to consumers, a brand needs to implement a strong strategy that delivers a memorable experience. There are two other essential stages of this process, and the companies who skip over these risk seeming out of touch and inauthentic. In Brand Strategy in Three Steps, branding coach Jay Mandel takes readers through an innovative and efficient three-step approach to brand strategy centered on identity, intention and implementation. Brand Strategy in Three Steps highlights the importance of communicating value to consumers through meaningful interactions. Jay Mandel walks readers through the best branding strategies for new companies and established ones looking to revamp their approach, providing thoughtful exercises to help readers map a living brand document. The book helps readers through the three essential steps of brand strategy: identifying their core values as a company, determining how this relates to the product or service and tying these together when rolling out the strategy. Readers will gain the practical insight necessary to launch a successful, purposeful brand strategy and go-to-market plan.

Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly "green" marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well.Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance.This resourceful text begins by defining the concept of environmental or "green" marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance.Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academicswho wish for quick insight into environmental marketing issues.

Is marketing in crisis? Some commentators have contended that marketing principles no longer appear relevant to the 'real world' of marketing managers. The foremost figures in the field are marketing's most outspoken critics rather than disseminators of the marketing message. Indeed, a number of noted academic authorities have announced nothing less than 'the end of marketing'. While such apocalyptic sentiments are very much in keeping with our degraded, postmodern, pre-millennial times, the present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing for the twenty-first century. Ranging from narratology to feminism, these prophesies are always enlightening, often provocative and occasionally outrageous. Marketing Apocalypse is required reading for anyone interested in the future of marketing.

Building Brand Identity

Brand identity is the special blend of positioning and personality that gives a product or service its unique character in the mind of the consumer. It has never been easy to establish and maintain a strong identity, and now, with the fracturing of conventional media, mounting consumer distrust, and an unprecedented proliferation of new brands, it's more difficult than ever.

Written by a successful branding and marketing communications expert, Building Brand Identity provides managers with proven, practical steps for overcoming obstacles and developing a comprehensive strategy for winning the "brand wars."

Drawing on his work with Bank of America, Hunt-Wesson, DHL Worldwide Express, South-western Bell Yellow Pages, and other high-profile clients, Lynn Upshaw equips you with cutting-edge techniques for building and managing a formidable brand identity in today's cluttered and confusing global marketplace, including how to:

• Perform customer analysis and zero in on your markets using the latest individual-oriented targeting strategies
• Identify brand assets and leverage them to build a stronger, more enduring brand identity
• Position your product or service using a versatile new approach that is clearly superior to traditional thinking and product positioning
• Create an irresistible strategic brand personality that will differentiate and elevate your brand above the competition
• Capitalize on the exciting new branding possibilities provided by state-of-the-art communications platforms, including interactive marketing
• And much more

Throughout Building Brand Identity, Upshaw helps bring abstract concepts to life with literally hundreds of timely, real-world examples taken from a wide range of industries. Especially helpful are five in-depth case histories in which he carefully reconstructs the steps taken by marketplace winners Disney, Nike, Southwestern Bell, Procter & Gamble, and Saturn to turn their brands into household names. And he explains why Burger King is only now beginning to give McDonald's a serious run for its money.

Building Brand Identity supplies you with all the knowledge and tools you need to build and maintain a successful brand identity in even the most hostile marketplace. This is a book that belongs in the survival kit of every marketing manager, product manager, advertising executive, and public relations professional, as well as on the desk of every CEO.

Advance praise for Building Brand Identity . . .

"Lynn Upshaw has created a masterpiece for stewards of the great consumer brands of our time. Not since Procter & Gamble first created the brand management system in 1947 with Tide detergent has there been such a seminal contribution to consumer marketing. Building Brand Identity is a consummate roadmap for both the marketing practitioner and the academic. This is a must read for any marketing professional who hopes to create or sustain a vibrant and healthy brand in today's cluttered and competitive marketplace. This is one of those rare books which will make a real difference. Pass it by at your own peril." —Peter Sealey Former Senior Vice President, Global Marketing, the Coca-Cola Company Haas School of Business, University of California at Berkeley

"Lynn Upshaw's book is a rare business book that is both highly readable and informative. Chock full of examples, he provides practical guidelines to those who would build brand identities that will work in the marketplace." —David Aaker Author, Managing Brand Equity and Developing Business Strategies

"Many years ago, during the World's Fair held in New York City, one of the exhibitors handed out a button that read, 'I have seen the future.' After reading Lynn Upshaw's amazing new book, I dusted off my old button. If you're in business—and plan to stay in business—you really don't have a choice. You must read this book." —Jerry Della Femina

"The writing is superb . . . enormously engaging. I am particularly smitten by the breadth of examples. . . . Extremely practical, immediately useful on the job."—Charles Schewe Coauthor of The Portable MBA in Marketing

"Lynn Upshaw has written a thorough, realistic, and well-documented volume that affirms the lasting power of advertising and offers practical advice every marketing manager and advertising executive should take to heart. Building Brand Identity's greatest value is its constant stress on understanding and addressing the attitudes, desires, and aspirations of the consumer. Upshaw's many, vivid examples demonstrate, time and again, that the consumer's need—rather than the marketer's intuition—is the key to successful advertising in today's challenging marketplace."—Herbert M. Baum Chairman, President and Chief Executive Officer Quaker State Corporation, and former President Campbell Soup Company, North and South America

"There is likely no concern greater in the 1990s than the establishment, development, and care of brands. Upshaw's approach is clear, concise, filled with examples and, above all, geared to the new, information-rich marketplace in which brands exist. It's a must for any marketer or marketing organization."—Don E. Schultz Professor of Integrated Marketing Communications Medill School of Journalism, Northwestern University

The physical environment--its preservation, protection, and conservation--has become an urgent agenda for international marketers. Many marketing professionals have acknowledged that, in order to succeed, it is crucial that they integrate environmental considerations into their marketing strategies. Green Marketing in a Unified Europe gives marketing professionals insight into the opportunities available to competitively position themselves in the green environment, providing some companies with a much-needed strategic boost.Addressing the issue of green marketing at empirical and conceptual levels, contributors to Green Marketing in a Unified Europe give readers examples of how green marketing can be effectively integrated into international marketing. Chapters reveal green marketing's repercussions on the corporate world, on governments and governmental agencies, and on societies. Marketing professionals learn the specifics of: European green marketing strategies the practice of sustainable development in Europe eco-friendly companies and their practices consumer green environmentalism European public policy and the green environmentThese chapters represent a compilation of current research on green marketing and the European and/or international communities. This information provides marketing professionals and government policymakers with a good research base for developing effective green marketing policies, rules, and regulations in their own countries and companies. Readers learn of opportunities for businesses to competitively position themselves through an environment-friendly philosophy or through a stronger pro-environment stance.Marketing professionals, academics interested in public policy and green/environmental marketing, multinational companies, and practitioners hoping to jump on the "green" bandwagon will find Green Marketing in a Unified Europe an invaluable guide to learning how sustainable development affects policy-making in the European Union. They can then see how green marketing consequently impacts upon their own practices in Europe and in other regions with green marketing policies.

This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Combining theory with practice, the authors take a deep dive into the impact of digital technologies on fashion brands communication and social media strategies; on consumer behaviour and customer participation strategies; and on entrepreneurship and e-tailing strategies. The book covers topics such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), fashion recommender systems, virtual fitting rooms, customer models, gamification, online shopping, mobile-shopping, videogames, digital media and virtual worlds. The book also explores the concepts of cocreation, storytelling and interactivity in real-life crowdfunding campaigns and in the digital world. Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.

The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketing professionals including marketing managers and directors, sales, marketing communications managers, specialists involved in purchasing, export and many other fields. Students of this subject will also find this book an essential reference point.

In today's business world, competence is no longer enough in an employee--competent employees are merely a starting point. Internal Marketing: Your Company's Next Stage of Growth details how you can improve employee effectiveness--and therefore business--by marketing your firm to employees so they can more effectively serve outside customers and consumers. Employees need to be knowledgeable about their firm and confident in it and its products and services in order to perform their duties in an optimal manner. From this book, you will gain a thorough knowledge and understanding of the concept of internal marketing, how it can be implemented, and the benefits that will result.

This book focuses on the issues and challenges posed by COVID-19, proposing ways to deal with the supposed 'new normal' which the pandemic has introduced in the functioning of business, society, and environment. Among the issues discussed are employee well-being and mental health, impact of changes in education sector, marketing, selling and distribution of goods, change in business model for SME, impact on travel and personal grooming sector, consumer preferences, performance impact of intellectual capital, performance of banks-pre merger, and so on. Focus is on presenting strong research results backed by statistical analysis using different tools. There are managerial solutions to the problems being faced by businesses and firms. The presentations would throw great insights on how businesses have coped during pandemic times in a developing economy like India.

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

Marketing to Seniors enveils a number of unique aspects of the senior market, including the introduction of the "extended senior customer" to account for the involvement of others in senior purchasing decisions. These include family, friends, advisors and health care professionals, for example.