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

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...

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Bibliographic Details
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.

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Table of contents

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100 1 |a Moschis, George P.,  |d 1944-  |e author. 
245 1 0 |a Marketing to the aging population :  |b strategies and tools for companies in various industries /  |c George P. Moschis. 
264 1 |a Cham :  |b Springer,  |c [2022] 
264 4 |c ©2022 
300 |a 1 online zdroj (xv, 345 stran) :  |b ilustrace. 
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490 1 |a Management for professionals 
504 |a Obsahuje bibliografické odkazy a index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
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. . 
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. 
590 |a eBooks on EBSCOhost  |b All EBSCO eBooks 
650 0 |a Marketing. 
650 0 |a Older consumers. 
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655 9 |a electronic books  |2 eczenas 
776 0 8 |i Print version:  |a Moschis, George P., 1944-  |t Marketing to the aging population.  |d Cham : Springer, 2022  |z 9783031130960  |w (OCoLC)1338671245 
830 0 |a Management for professionals. 
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