Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business [Paperback]

Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.Introduction Chapter 1. The ageing consumer  a historic perspective Chapter 2. Population ageing  situation analysis Chapter 3. Introduction to physiological ageing Chapter 4. Understanding customer touchpoints Chapter 5. The ageing senses Chapter 6. The ageing mind Chapter 7. The ageing body Chapter 8. The meaning of 'age-friendly' Chapter 9. Evaluating age-friendliness Chapter 10. Creating an age-friendly strategy Chapter 11. Age-friendly employers and governments Chapter 12. The future

Marketing to the Ageing Consumer is a much-needed pioneer. Our population is ageing and it is common knowledge that older people have different needs and preferences to younger people. Yet, there is virtually no literature that documents the changes that are necessary to make the market environment more age-friendly. This book does exactly that. It is thorough, well-written and to the point, and a must-read for marketing executives and anyone interested in consumer economics. Professor Christopher Pissarides, London School of Economics, Nobel laureate in Economic Sciences, 2010

This book provides a wealth of insights that the youthful communications industry needs to listen to and act on because there is a wealth of opportunity to shape how our businesses and brands behave towards what will be an ever increasing and more valuable market .this book can be your guide. Chris Thomas, Chairman & CEO, BBDO Asia, Middle East & Africa

This book comprehensively sets out a compelling case for change in a clear, unambiguous and balanced way. Even better, it offers practical steps for how lã&