000			01570nam a22002057a 4500
999			_c5083 _d5083
005			20230314121219.0
008			230314b ||||| |||| 00| 0 eng d
020			_a9783031130960
082			_a658.8340846 _bMOS
100			_aMoschis, George P. _911894
245			_aMarketing to the aging population: _bstrategies and tools for companies in various industries
260			_bSpringer _aSwitzerland _c2022
300			_axv, 345 p.
365			_aEURO _b109.99
490			_aManagement for Professionals
520			_aThis 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.
650			_aOlder consumers _912205
650			_aConsumer behaviour _9659
942			_2ddc _cBK