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Boomer Marketing: Selling to a Recession Resistant Market by Ian Chaston

Boomer Marketing: Selling to a Recession Resistant Market

by Ian Chaston
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Book cover type: Hardcover
  • ISBN13: 9780415489621
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 278
  • Original Price: GBP 51.99
  • Language: English
  • Edition: N/A
  • Item Weight: 567 grams
  • BISAC Subject(s): Marketing / General

Boomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.

Ian Chaston is Managing Director of Plymouth University's spin off company and a Research Professor at Centrum Catolica, Peru. He has a wealth of international experience in marketing and has authored 12 books and over 100 journal articles.

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