George P. Moschis
Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries
Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries
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Excellent- More about Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries
This book provides insights and strategies for effectively reaching and serving older consumer segments across various products and services, emphasizing the importance of understanding their unique needs and preferences. It offers segment-to-industry specific approaches for developing targeted micro-marketing strategies and CRM systems to build and retain a loyal customer base.
Format: Hardback
Length: 345 pages
Publication date: 07 October 2022
Publisher: Springer International Publishing AG
This comprehensive book is a valuable resource for marketing practitioners and students seeking to understand and effectively cater to the unique needs of the older consumer population. It begins by acknowledging the diverse nature of this demographic, highlighting the various factors that shape their preferences and purchasing decisions. The book then delves into the specific requirements of older consumers, exploring their changing health needs, financial concerns, and lifestyle preferences.
To effectively reach and serve older consumer segments, the book offers insightful strategies tailored to different industries, such as financial services, food and beverages, healthcare and pharmaceuticals, and travel. It provides segment-to-industry specific insights that enable marketers to develop more refined and targeted micro-marketing strategies and customer relationship management (CRM) systems. These strategies not only focus on satisfying consumer needs and wants but also aim to create positive change and improve consumer well-being.
By implementing these strategies, companies can build and retain a substantial base of older customers while driving profitability and contributing to the overall well-being of the consumer market. The book emphasizes the importance of understanding the older consumer's perspective and adapting marketing efforts accordingly, ensuring that products and services are designed with their unique needs and preferences in mind.
Overall, this book is a must-read for anyone interested in marketing to the older consumer population, providing valuable insights and practical strategies for building successful customer relationships and driving business growth.
Weight: 711g
Dimension: 235 x 155 (mm)
ISBN-13: 9783031130960
Edition number: 1st ed. 2022
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