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Marketing to the Aging Population

2022-10-06 Business & Economics
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Release : 2022-10-06
Genre : Business & Economics
Kind : eBook
Book Rating : 979/5 ( reviews)

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Book Synopsis Marketing to the Aging Population by : George P. Moschis

Download or read book Marketing to the Aging Population written by George P. Moschis. This book was released on 2022-10-06. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing to Older Consumers

1992-10-23 Business & Economics
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Release : 1992-10-23
Genre : Business & Economics
Kind : eBook
Book Rating : 647/5 ( reviews)

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Book Synopsis Marketing to Older Consumers by : George Moschis

Download or read book Marketing to Older Consumers written by George Moschis. This book was released on 1992-10-23. Available in PDF, EPUB and Kindle. Book excerpt: Marketers interested in designing effective strategies to tap the increasingly lucrative mature market presently must look for relevant information in several disciplines and need the background to translate it into a decision-making framework. This book systematically organizes information scattered among various fields of scientific inquiry; it interprets and presents information, making it easier for the busy decision maker to find out how older consumers behave and why. By presenting and interpreting relevant information in a marketing decision-making context, the book provides the bases for developing effective marketing strategies. Next, the author discusses both specific and general aspects of behavior that have implications for marketing strategy. Specifically, the book helps the reader understand how changes in mental processes in late life might affect the way an older person responds to marketing stimuli, and how lifestyles of mature persons can form the bases for designing effective marketing strategies. Finally, the author discusses specific aspects of older consumers' consumption and behavior in the marketplace, including mass media use, expenditure and consumption patterns, shopping habits, product/service acquisition process, as well as behaviors following purchase. At the end of each chapter, the author outlines several implications of the material presented that will be of interest to marketers, retailers, advertisers, social workers, public policy makers, and students of human behavior. The book ends by summarizing key points, drawing conclusions, and making recommendations to various groups interested in serving the mature market. The results of hundreds of studies are reviewed and presented in such a way that they can be used by practitioners. The book begins with an examination of the older consumer market and its characteristics. Age-related changes in late life and theoretical explanations for them are discussed next to help the reader understand human behavior in general and consumer behavior in particular.

The Aging Consumer

2020-10-01 Psychology
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Release : 2020-10-01
Genre : Psychology
Kind : eBook
Book Rating : 755/5 ( reviews)

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Book Synopsis The Aging Consumer by : Aimee Drolet

Download or read book The Aging Consumer written by Aimee Drolet. This book was released on 2020-10-01. Available in PDF, EPUB and Kindle. Book excerpt: The Aging Consumer: Perspectives from Psychology and Marketing, 2nd edition takes stock of what is known around age and consumer behavior, identifies gaps and open questions within the research, and outlines an agenda for future research. There has been little systematic research done with respect to the most basic questions related to age and consumer behavior, such as whether older adults versus young and middle-age adults respond to marketing activities including pricing, promotions, product design, and distribution. Written by experts, The Aging Consumer compiles research on a broad range of topics on consumer marketing, from an individual to a societal level of analysis. This second edition provides new versions of chapters contained in the 2010 volume that have been updated to reflect the latest psychological and marketing research and thinking. Included also are ten new chapters which cover exciting new ground, such as changes in metacognition in older adults, motivated cognition of the aging consumer, and a global perspective on aging and the economy across cultures. This updated volume is beneficial for researchers and practitioners in marketing, consumer behavior, and advertising. Additionally, The Aging Consumer, 2nd edition will appeal to professionals in other fields such as psychology, decision sciences, gerontology and gerontological social work, and those who are concerned with normal human aging and its implications for the everyday behavior of older individuals. It will also be of interest to those in fields concerned with the societal implications of an aging population, such as economics, policy, and law.

Marketing to the Ageing Consumer

2012-12-14 Business & Economics
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Release : 2012-12-14
Genre : Business & Economics
Kind : eBook
Book Rating : 20X/5 ( reviews)

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Book Synopsis Marketing to the Ageing Consumer by : D. Stroud

Download or read book Marketing to the Ageing Consumer written by D. Stroud. This book was released on 2012-12-14. Available in PDF, EPUB and Kindle. Book excerpt: 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 consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.

Marketing to the Ageing Consumer

2012-12-14 Business & Economics
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Author :
Release : 2012-12-14
Genre : Business & Economics
Kind : eBook
Book Rating : 20X/5 ( reviews)

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Book Synopsis Marketing to the Ageing Consumer by : D. Stroud

Download or read book Marketing to the Ageing Consumer written by D. Stroud. This book was released on 2012-12-14. Available in PDF, EPUB and Kindle. Book excerpt: 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 consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.

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