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

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George P. Moschis

Marketing to the Aging Population

Strategies and Tools for Companies in Various Industries

George P. Moschis

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English

Springer International Publishing AG
07 October 2022

Consumerism; Age groups: the elderly; Sales & marketing; Industry & industrial studies

Series: Management for Professionals

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.

By: George P. Moschis
Imprint: Springer International Publishing AG
Country of Publication: Switzerland
Edition: 1st ed. 2022
Dimensions: Height: 235mm, Width: 155mm,
Weight: 711g
ISBN: 9783031130960
ISBN 10: 3031130960
Series: Management for Professionals
Pages: 345
Publication Date: 07 October 2022
Audience: Professional and scholarly , College/higher education , Undergraduate , A / AS level
Format: Hardback
Publisher's Status: Active

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.

George P. Moschis is Professor of Marketing Emeritus at Georgia State University (USA); and Professor of Management at Mahidol University in Bangkok, Thailand. He is an internationally-known authority on consumer topics relevant to people at different stages in life, from children and adolescents to elderly. Professor Moschis established the Center for Mature Consumer Studies, has been studying consumers for five decades and has published large numbers of articles and books about their behaviors at various life stages and over the entire life course.