Marketing to the Aging Population : Strategies and Tools for Companies in Various Industries / / by George P. Moschis
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| Autore: |
Moschis George P.
|
| Titolo: |
Marketing to the Aging Population : Strategies and Tools for Companies in Various Industries / / by George P. Moschis
|
| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2022 |
| Edizione: | 1st ed. 2022. |
| Descrizione fisica: | 1 online resource (352 pages) |
| Disciplina: | 658.8340846 |
| 658.8 | |
| Soggetto topico: | Consumer behavior |
| Age distribution (Demography) | |
| Industries | |
| Marketing | |
| Consumer Behavior | |
| Aging Population | |
| Note generali: | Includes index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. . |
| Titolo autorizzato: | Marketing to the Aging Population |
| ISBN: | 9783031130977 |
| 9783031130960 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910616378803321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Management for Professionals, . 2192-810X