Marketing to the Aging Population - Strategies and Tools for Companies in Various Industries (Hardcover, 1st ed. 2022)

This book coaches marketing practitioners and students how to best satisfy the needs of the older consumer population. It first highlights the heterogeneity of the older consumer market, then examines the specific needs of the older consumer. Lastly, the book highlights the most effective ways of reaching and serving older consumer segments for different products and services such as financial services, food and beverages, healthcare and pharmaceuticals, and travel among others. It presents segment-to-industry specific strategies that help marketers develop more refined and targeted micro-marketing strategies and customer relationship management (CRM) systems for building and retaining a large base of older customers. These strategies also help demonstrate how companies can make decisions that increase profitability not only by satisfying consumer needs and wants, but also by creating positive change and improvement in consumer well-being.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Management for Professionals
Release date:	October 2022
First published:	2022
Authors:	George P. Moschis
Dimensions:	235 x 155mm (L x W)
Format:	Hardcover
Pages:	345
Edition:	1st ed. 2022
ISBN-13:	978-3-03-113096-0
Categories:	Books > Business & Economics > Industry & industrial studies > General Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Business & Economics > Business & management > Sales & marketing > General Books > Social sciences > Sociology, social studies > Social groups & communities > Age groups > Adults > Elderly Promotions
LSN:	3-03-113096-0
Barcode:	9783031130960

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