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Marketing to the Aging Population = Strategies and Tools for Companies in Various Industries /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing to the Aging Population/ by George P. Moschis.
Reminder of title:	Strategies and Tools for Companies in Various Industries /
Author:	Moschis, George P.
Description:	XV, 345 p. 3 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Consumer behavior. -
Online resource:	https://doi.org/10.1007/978-3-031-13097-7
ISBN:	9783031130977

Marketing to the Aging Population = Strategies and Tools for Companies in Various Industries /
Moschis, George P.

Marketing to the Aging PopulationStrategies and Tools for Companies in Various Industries /[electronic resource] :by George P. Moschis. - 1st ed. 2022. - XV, 345 p. 3 illus.online resource. - Management for Professionals,2192-810X. - Management for Professionals,.

Preface and Acknowledgments -- Table of contents -- Overview -- Understanding the Needs of Older Consumers -- Overview of Older Consumer Behavior -- Effectual Marketing Strategies and Tactics -- Marketing Food and Beverage Products -- Marketing Apparel and Footwear -- Marketing Housing -- Marketing Pharmaceutical and Personal Care Products -- Marketing Healthcare -- Marketing Long-Term Care -- Marketing Financial Services -- Marketing Insurance -- Marketing Travel & Leisure Services -- Seeking Profits by Enhancing Older Consumer Well-being -- Looking Ahead -- Index.

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. .

ISBN: 9783031130977

Standard No.: 10.1007/978-3-031-13097-7doiSubjects--Topical Terms:

560272
Consumer behavior.

LC Class. No.: HF5415.32-.34

Dewey Class. No.: 658.8342

Marketing to the Aging Population = Strategies and Tools for Companies in Various Industries /
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505 0 $a Preface and Acknowledgments -- Table of contents -- Overview -- Understanding the Needs of Older Consumers -- Overview of Older Consumer Behavior -- Effectual Marketing Strategies and Tactics -- Marketing Food and Beverage Products -- Marketing Apparel and Footwear -- Marketing Housing -- Marketing Pharmaceutical and Personal Care Products -- Marketing Healthcare -- Marketing Long-Term Care -- Marketing Financial Services -- Marketing Insurance -- Marketing Travel & Leisure Services -- Seeking Profits by Enhancing Older Consumer Well-being -- Looking Ahead -- Index.
520 $a 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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