Marketing to the aging population : strategies and tools for companies in various industries

• Main Author: Moschis, George P., 1944- (Author)
• Format: eBook
• Language: English
• Published: Cham : Springer, [2022]
• Series: Management for professionals.
• Subjects: Marketing.; Older consumers.; elektronické knihy; electronic books
• ISBN: 9783031130977; 9783031130960
• Physical Description: 1 online zdroj (xv, 345 stran) : ilustrace.

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 re...