The 50-Plus Market: Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies

Overview

"In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession." "Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50-plus Market provides a fresh approach to the way companies
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Overview

"In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession." "Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50-plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by some of the most affluent members of society - the over-50s." Written in an accessible and straightforward style, the book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50-plus Market is essential reading for those wishing to refine their marketing strategies.

Drawn from original research, this work takes an international perspective of the subject of 50-plus marketing and includes insight--based on interviews--into how leading multinationals view the 50-plus market. Stroud provides marketers with the research, tools, and techniques needed to survive and thrive in our aging world.

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Editorial Reviews

From the Publisher
"A wake-up call... must reading for marketing and advertising professionals, college faculties and business executives." — Choice magazine

"A well-written, enjoyable book that has relevance far beyond the boundaries of the marketing department." — AllAboutBranding.com

"...blend[s] research with real-life corporate structure for maximum impact." — Midwest Book Review

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Product Details

  • ISBN-13: 9780749449391
  • Publisher: Kogan Page, Ltd.
  • Publication date: 5/1/2007
  • Series: Kogan Page Series
  • Edition description: Reprint
  • Pages: 314
  • Product dimensions: 5.86 (w) x 9.04 (h) x 1.25 (d)

Meet the Author

Dick Stroud is managing director of 20plus30, a marketing strategy consulting firm that advises companies about the business implications of population aging. He is a leading expert on using interactive channels to communicate with the over-50 market.

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Table of Contents

1 Marketers on marketing to the over-50s 1
2 The future is getting old(er) 17
3 Myths and marketing myopia 43
4 A global snapshot 57
5 What's different about being 'old'? 79
6 The strange world of segmentation 103
7 The value of geodemographics 141
8 The rules have changed 161
9 From theory to practice 171
10 Interactive channels - myths, facts and unknowns 187
11 Interactive media for older eyes, hands and minds 215
12 Communicating with the over-50s 239
13 Thoughts about the creative 251
14 What of the future? 267
App Older eyes, hands and minds
App Questions that test a company's age-neutrality
App Details of OMD's market research programme
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