Boomer Marketing : Selling to a Recession Resistant Market

ISBN-13: 9780415489621 / Angielski / Twarda / 2009 / 280 str.

Ian Chaston

Opis

This is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.

Spis treści

1. Financially Attractive Markets  2. Opportunity Research  3. Market Assessment  4. Internal Capability  5. Customer Identification  6. Strategy  7. Innovation  8. Promotion  9. Pricing and Distribution  10. Health and Beauty  11. B2B Marketing  12. 21^st Century E's

O autorze

Ian Chaston is Managing Director of Plymouth University’s spin off company and a Research Professor at Centrum Catolica, Peru. He has a wealth of international experience in marketing and has authored 12 books and over 100 journal articles.