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Unlimited
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Can lend chapters, not whole ebooks
Title
Marketing to the aging population : strategies and tools for companies in various industries / George P. Moschis.
ISBN
9783031130977 (electronic bk.)
3031130979 (electronic bk.)
9783031130960
3031130960
Published
Cham : Springer, [2022]
Copyright
©2022
Language
English
Description
1 online resource (xv, 345 pages) : illustrations.
Item Number
10.1007/978-3-031-13097-7 doi
Call Number
HF5415.332.O43
Dewey Decimal Classification
658.8/340846
Summary
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. .
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Management for professionals.
Preface and Acknowledgments
Table of contents
Overview
Understanding the Needs of Older Consumers
Overview of Older Consumer Behavior
Effectual Marketing Strategies and Tactics
Marketing Food and Beverage Products
Marketing Apparel and Footwear
Marketing Housing
Marketing Pharmaceutical and Personal Care Products
Marketing Healthcare
Marketing Long-Term Care
Marketing Financial Services
Marketing Insurance
Marketing Travel & Leisure Services
Seeking Profits by Enhancing Older Consumer Well-being
Looking Ahead
Index.
