Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people.

Recessions always dampen consumer spending, but in the 21st century's first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered include:

• Marketing errors made by UK banks in the current global crisis
• Market research
• Customer targeting
• Marketing strategies and pricing innovation
• Promotion and distribution

A world first, Boomer Marketing is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing.

Additional lecturer material available at www.routledge.com/9780415489638

Due to the adverse outcomes of the recent global recession and the public deficit crisis in the USA and Europe, Western companies can expect flattening or declining sales in their domestic markets. They will also face growing competition as Chinese firms seek to block the activities of foreign companies in their domestic market and expand their own operations in overseas markets. Survival and growth for Western companies is unlikely to come from sustaining current business practices based upon utilization of conventional approaches to strategic management; success will depend on exploiting new knowledge to stay ahead of competition. This book examines the strategic issues associated with the entrepreneurial utilization of new knowledge to create innovative products and services, accompanied by the development of leading edge, highly productive internal organizational processes. Through the use of appropriate theories and illustrative case examples, the text is designed to assist managers in Western organizations and business school students understand how to counter the increasing threats that are posed by the globalization of companies from emerging countries such as the BRIC nations.

Due to the adverse outcomes of the recent global recession and the public deficit crisis in the USA and Europe, Western companies can expect flattening or declining sales in their domestic markets. They will also face growing competition as Chinese firms seek to block the activities of foreign companies in their domestic market and expand their own operations in overseas markets. Survival and growth for Western companies is unlikely to come from sustaining current business practices based upon utilization of conventional approaches to strategic management; success will depend on exploiting new knowledge to stay ahead of competition. This book examines the strategic issues associated with the entrepreneurial utilization of new knowledge to create innovative products and services, accompanied by the development of leading edge, highly productive internal organizational processes. Through the use of appropriate theories and illustrative case examples, the text is designed to assist managers in Western organizations and business school students understand how to counter the increasing threats that are posed by the globalization of companies from emerging countries such as the BRIC nations.

Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people.

Recessions always dampen consumer spending, but in the 21st century s first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered include:

• Marketing errors made by UK banks in the current global crisis
• Market research
• Customer targeting
• Marketing strategies and pricing innovation
• Promotion and distribution

A world first, Boomer Marketing is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing.

Additional lecturer material available at www.routledge.com/9780415489638

This comprehensive book responds to the growing demand to study entrepreneurship as a key driver of innovation and competitive advantage. Challenging the existing idea that technological entrepreneurship exists predominantly in SMEs and as a result of market demands, the author argues that a commitment to entrepreneurship remains the most effective strategy for sustaining wealth generation for both organisations and entire nations. The aim of Technological Entrepreneurship is to provide the reader with additional knowledge and understanding of the concepts associated with the exploitation of technological entrepreneurship, and to demonstrate how associated management principles are somewhat different to those utilised in market-driven entrepreneurship. Validation of presented theoretical concepts is achieved through coverage of processes and practices utilised by real world organisations seeking to achieve maximum wealth generation, with specific emphasis on how technological entrepreneurship is the source of disruptive innovation within service sector organisations and how the philosophy is causing fundamental change in the provision of healthcare.

This comprehensive book responds to the growing demand to study entrepreneurship as a key driver of innovation and competitive advantage. Challenging the existing idea that technological entrepreneurship exists predominantly in SMEs and as a result of market demands, the author argues that a commitment to entrepreneurship remains the most effective strategy for sustaining wealth generation for both organisations and entire nations. The aim of Technological Entrepreneurship is to provide the reader with additional knowledge and understanding of the concepts associated with the exploitation of technological entrepreneurship, and to demonstrate how associated management principles are somewhat different to those utilised in market-driven entrepreneurship. Validation of presented theoretical concepts is achieved through coverage of processes and practices utilised by real world organisations seeking to achieve maximum wealth generation, with specific emphasis on how technological entrepreneurship is the source of disruptive innovation within service sector organisations and how the philosophy is causing fundamental change in the provision of healthcare.

Reductions in public sector spending mean voters will face a period of austerity, higher taxes and declining availability of public sector services. Prevailing public sector management philosophies are no longer applicable. To optimise future service provision with fewer resources will demand a reformation in organisational thinking and values.

Reductions in public sector spending mean voters will face a period of austerity, higher taxes and declining availability of public sector services. Prevailing public sector management philosophies are no longer applicable. To optimise future service provision with fewer resources will demand a reformation in organisational thinking and values.

Most texts, university courses and corporate training program have the start point in the entrepreneurial process being the identification of new market opportunities thereby providing the basis for the development of a radically new product or service proposition. Given the high number of commercial successes achieved by this market-driven approach, it is clear this a valid and viable way of creating new firms and sustaining the performance of existing organizations. Nevertheless it is important to register that in terms of maximizing the wealth of organizations and even entire nations, the most economically impactful entrepreneurial outcomes are the result of what Joseph Schumpeter, the father of modern entrepreneurship theory, described as 'creative destruction' leading to the decline and sometimes the total disappearance of existing industrial sectors. Schumpeter opined that the most successful form of innovation is technology-driven which occurs with scientific or technological breakthroughs and experimentation leading in many cases to the launch of a radically new product or service at a time when there often is little evidence of the existence of an identified market opportunity. Subsequent to the emergence of Schumpeter's theories, both academic research and real world case studies have validated the fact that the management of technology-driven entrepreneurship is somewhat different process to that of market-driven entrepreneurship. The existence of these differences generates the perspective that benefit exists in identifying the managerial guidelines that can be of assistance in ensuring the success of technological entrepreneurship projects in both start-ups and existing businesses. This book provides such guidance.

In recent years even governments around the world are beginning to understand that knowledge is a critical contributor to stimulating the rapid growth of entire economies. It is argued that in a modern economy, knowledge is the most important resource within the companies based within any country. The advent of the Internet and automated e-business systems has provided an important catalyst for firms wishing to exploit the benefits of using knowledge to support their electronic trading activities.

The vast majority of texts on knowledge management tend to focus on the information technology aspects of managing the concept. Although management of technology is critical, there is an equally important need for the provision of materials describing how knowledge can be utilized in the execution of functional management tasks. In view of this situation, the goal of this text is to show readers how to comprehend that knowledge can be utilized to underpin and enhance the marketing management function within organizations. The concept is presented by drawing upon various published sources and by the use of case materials to illustrate knowledge management in practice.

Coverage includes; an introduction to the concept of knowledge management; the evolving pathway of marketing; how e-business is radically altering the execution of the marketing task; how firms can map external knowledge sources; the competencies that determine performance, alternative marketing positions; planning techniques; how knowledge informs product innovation; the effective execution of promotions; alternative options for exploiting knowledge to optimize pricing and distribution decisions; the role that knowledge management plays in service marketing strategies; and, the recognized problems associated with accelerating the use of knowledge within the marketing process.

The success of such individuals as Bill Gates, Richard Branson, Anita Roddick is based upon the simple principle of understanding how other organizations operate in the mark et - and then doing something completely different. This boo k shows how any individual can develop successful business s trategies by defining the conventions that exist in a market and then determining strategies for breaking with these conventions. This book is highly recommended for students and professionals who want an exciting, relevant, and innovative approach to management and marketing.

The future of public space is uncertain. Although public spaces have become increasingly shabby and crowded, novel alternatives have appeared in the form of fantastic, semi-public pleasure grounds, developed by well-heeled, crowd-pleasing entrepreneurs and devoted to profit, consumption, and self-indulgence. Philosophers and geographers have converged on the topic of public space, fascinated and in many ways alarmed by fundamental changes in the way post-industrial societies produce space for public use, and in the way citizens of these same societies perceive and constitute themselves as a public. The contributors to this volume advance this inquiry, making extensive use of political and social theory. Philosophy and Geography II: The Production of Public Space gives readers an enhanced appreciation of the intimate connections between political principles, social processes, and the commonplaces of our everyday environments.

Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment. Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy. New to this Edition: - Revised and updated throughout to take into account new developments in the field - Includes up-to-date and innovative coverage of the public sector, digital marketing and social media

"Small Business Marketing Management" uses both published research and real-world case studies to provide students with an understanding of the key aspects of the small business marketing process. Realistic, validated-through-research management models and theories reveal how appropriated marketing strategies can be used to enhance small business performance. This brand new text also considers the impact os e-commerce and the internet on the development of small businesses and the increasingly important role of the entrepreneur in the new economy.
"Small Business Marketing Management" is essential reading for undergraduate and postgraduate students studying small business marketing and will be an invaluable resource for anyone interested in this dynamic sector of the economy.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http: //www.palgrave.com/business/chaston2/index.asp