Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries

Name: Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries
Brand: Springer
SKU: 9783031130991
Price: 5876.0 INR
Availability: InStock

by George P. Moschis

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ISBN13: 9783031130991
Binding: Paperback
Subject: N/A
Publisher: Springer
Publisher Imprint: Springer
Publication Date: October 8, 2023
Pages: 345
Original Price: EUR 79.99
Language: English
Edition: 2022
Item Weight: 549 grams
BISAC Subject(s): Consumer Behavior, Demography, and Industries / General

About The Book

From the Back Cover
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.

About The Author

George P. Moschis is Professor of Marketing Emeritus at Georgia State University (USA); and Professor of Management at Mahidol University in Bangkok, Thailand. He is an internationally-known authority on consumer topics relevant to people at different stages in life, from children and adolescents to elderly. Professor Moschis established the Center for Mature Consumer Studies, has been studying consumers for five decades and has published large numbers of articles and books about their behaviors at various life stages and over the entire life course.

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