Marketing to the aging population: strategies and tools for companies in various industries
Material type:
TextSeries: Management for ProfessionalsPublication details: Switzerland Springer 2022 Description: xv, 345 pISBN: 9783031130960Subject(s): Older consumers | Consumer behaviourDDC classification: 658.8340846 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.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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Indian Institute of Management LRC General Stacks | Marketing | 658.8340846 MOS (Browse shelf(Opens below)) | 1 | Available | 004687 |
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| 658.8340285 DUG Marketing metrics: first step towards marketing analytics | 658.8340285 ING Marketing metrics: leverage analytics and data to optimize marketing strategies | 658.8340285 KIH Customer data platforms: use people data to transform the future of marketing engagement | 658.8340846 MOS Marketing to the aging population: | 658.8342 BAB Consumer behavior: a South Asian perspective | 658.8342 BLA Consumer behavior | 658.8342 BLA Consumer behavior |
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.
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