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Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people. Recessions always dampen consumer spending, but in the 21st century's first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered include: Marketing errors made by UK banks in the current global crisis Market researchCustomer targeting Marketing strategies and pricing innovationPromotion and distribution A world first, Boomer Marketing is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing. Additional lecturer material available at www.routledge.com/9780415489638
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Previews available in: English
Subjects
Middle-aged consumers, Target marketing, Market segmentation, Baby boom generation, Business, Nonfiction, Consumers, united states, Marketing, Segmentation du marché, Cibles (Marketing), Consommateurs d'âge moyen, Génération du baby-boom, BUSINESS & ECONOMICS, Industrial, KonsumenterPlaces
United StatesShowing 6 featured editions. View all 6 editions?
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Boomer Marketing: Selling to a Recession Resistant Market
2009, Taylor & Francis Group
in English
1134010028 9781134010028
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Boomer marketing: selling to a recession resistant market
2009, Routledge
in English
0415489628 9780415489621
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Boomer Marketing: Selling to a Recession Resistant Market
2009, Taylor & Francis Group
in English
1134010052 9781134010059
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5
Boomer Marketing: Selling to a Recession Resistant Market
2009, Taylor & Francis Group
in English
1134010001 9781134010004
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6
Boomer Marketing: Selling to a Recession Resistant Market
2009, Taylor & Francis Group
in English
1134010044 9781134010042
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Book Details
Table of Contents
Edition Notes
Includes bibliographical references and index.
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