With this book, organizations can develop effective marketing
strategies for serving the older consumer market. Assistance is
provided in the form of information and recommendations for
marketing action. Existing knowledge is summarized and additional
information from a large-scale study is presented to fill gaps in
existing knowledge. Using the strategic framework familiar to
marketers, information is organized and presented as it may apply
to specific stages in the strategic marketing process; key issues
are raised and information is presented to address them. Intended
for the busy marketer who needs access to state-of-the art
knowledge and its implications for marketing strategy development,
the book includes information on the mature market, market
segmentation and market targeting, as well as analysis of older
consumers' behavior with respect to areas of the strategic
marketing process.
The book begins with information relevant to the analysis of the
mature market, such as size and wealth, and how this market differs
from younger consumer groups. Next, it presents information useful
in analyzing opportunities that exist within this market in the
form of unfilled needs, as well as information related to
segmentation and target marketing. Analysis of market behavior is
presented next, focusing on financial and consumption lifestyles.
The bulk of the information presented in this book is on consumers'
orientations toward business offerings and strategies, focusing on
analyses of older consumer responses in all areas of the marketing
mix--i.e., new product development, pricing, distribution and
promotion, and recommending specific courses of action. Finally, an
effort is made to summarize the information, using a strategic
marketing framework, and to make recommendations on how to market
to older consumers.
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