Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business

Valutazione media 3,33
( su 6 valutazioni fornite da GoodReads )
 
9780230378193: Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business

Unlock customer value by making your business age-friendly. The world's population is ageing at a rate never before seen in history. Marketing to the Ageing Consumer is the executives' guide to understanding and benefitting from this phenomenon. Fact: During the next two decades, older consumers will be the primary drivers of consumer expenditure in Europe and the US. Fact: Asia Pacific has the oldest and fastest growing population of older people. Fact: Older people have one thing in common - they are all experiencing physical ageing that determines what and how they purchase. Fact: Ageing physiology will demand changes across the spectrum of customer touchpoints for products and services of almost every marketing company. Age-marketing experts, Dick Stroud and Kim Walker, present the first and most comprehensive account of how the ageing of the consumers' minds, bodies and senses determine the products they purchase. The authors explain how ageing affects all parts of the customer experience. Their findings represent a fundamental - and surprising - shift in many paradigms of modern marketing. Full of illuminating case studies and practical tips, Marketing to the Ageing Consumer provides companies with the tools and knowledge to perform their own audit of 'age-friendliness' enabling them to adapt to the rapidly changing demands of their customers.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Recensione:

"Marketing to the Ageing Consumer is a much-needed pioneer. Our population is ageing and it is common knowledge that older people have different needs and preferences to younger people. Yet, there is virtually no literature that documents the changes that are necessary to make the market environment more age-friendly. This book does exactly that. It is thorough, well-written and to the point, and a must-read for marketing executives and anyone interested in consumer economics." – Professor Christopher Pissarides, London School of Economics, Nobel laureate in Economic Sciences, 2010

"This book provides a wealth of insights that the youthful communications industry needs to listen to and act on – because there is a wealth of opportunity to shape how our businesses and brands behave towards what will be an ever increasing and more valuable market…….this book can be your guide." – Chris Thomas, Chairman & CEO, BBDO Asia, Middle East & Africa

"This book comprehensively sets out a compelling case for change in a clear, unambiguous and balanced way. Even better, it offers practical steps for how marketers, executives and their advisors need to change their approach to product design, marketing communication, customer service and engagement. It is one of the very few business books I send proactively to my clients." – Chris Kaye, Head of Insurance, Asia Pacific, The Boston Consulting Group.

"This book provides a much-needed corrective to the torrent of negativity that we hear about population aging. By focusing on ways that businesses can adapt to, and indeed thrive in response to, an older customer base, Dick Stroud and Kim Walker guide us toward seeing the opportunities that aging brings. Because population aging is taking place worldwide, this book shines a light that will be useful everywhere. 'Age-friendly' practices, as elucidated herein, can revolutionize the operation of both business and government, and are an essential part of the way we need to respond to an aging world." – Professor David Bloom, Clarence James Gamble Professor of Economics and Demography, Harvard

"Being somebody who is (very) firmly in the 50+ bracket I have a clear sense of how , and how not , to be marketed to. This book will be of great value to anybody who wants to reach me." – Dominic Proctor,?President, GroupM Global

"This book examines the essential commercial implications of the unique phenomenon of rapid ageing. As the world's population of over 60's doubles by 2030 and almost trebles by 2050, societies will need new coping mechanisms, and companies will need to adapt to a big shift in the structure of their consumer markets. Dick Stroud and Kim Walker take an important and innovative approach to show why and how." – George Magnus, Senior Economic Adviser, UBS Investment Bank, London

"This book informs brand owners on how to grow value by opening up to new audiences, an absolutely essential strategy in saturated markets. Marketing to the Ageing Consumer looks at the positives that marketing to an older consumer can bring to brands. Stroud and Walker's debate around age-friendliness adds a very fresh perspective to the age debate." – Jo Rigby, Global Insight Director, Omnicom Media Group

" Marketing to the Ageing Consumer isn't just about age-neutral marketing in the mode of the brilliant Apple case. It goes way beyond that and powerfully points out the lost profit opportunities for companies that fail to appreciate the enormous purchasing power of older consumers and to understand their needs." – Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management

"We are getting old – and we are all in a state of denial about the physiological and practical impact. Large and easy opening containers are never sexy topics but organisations, private and public, that want to grasp the opportunities that demographic change represents, have an essential tool in the 'age-friendliness' framework outlined in this book. Read it and prepare your organisation for the future." – Alex Batchelor, Chief Operating Officer, BrainJuicer

"The commercial world has belatedly woken up to the need to address the 50+ population respectfully and strategically. Dick Stroud and Kim Walker's work is thorough, insightful and backed by both empirical evidence and an instinctive understanding of the various types of character in this age group. This book proposes an important, ambitious and practical new metric to help businesses address what is without question one of the biggest issues of the 21st century." – Neil Barrie, Global Planning Director, TBWA\Chiat Day Los Angeles

"Kim Walker and Dick Stroud say: 'Population ageing will soon equal sustainability as a global trend that the corporate world must understand and devise policies to embrace.' I agree – and I would further argue that age-friendliness is inextricably linked to sustainable development and therefore to corporate sustainability. Happily, becoming age-friendly makes business sense and is the right thing to do too." – Prof David Grayson CBE, Director of the Doughty Centre for Corporate Responsibility, Cranfield School of Management

" Marketing to the Ageing Consumer is a timely offer not to be missed. The approach, the first of its kind, is firmly based on the latest scientific insights on the physiology of ageing, which the authors then translate into practical marketing knowhow needed to create an age-friendly business. Their work is an indispensable business guide to marketing to the ageing consumer." – Professor Yuwa Hedrick-Wong, HSBC Professor of International Business, University British Columbia, Global Economic Advisor, MasterCard Worldwide

"The populations of Asia Pacific, Europe and the US are getting older. The physical effects of ageing mean that companies must adapt their products and re-invent the customer experience. This book is a handbook to help executives navigate this future." David Sinclair, International Longevity Centre (UK)

"The older consumer population is in growth globally and our collective understanding in how to best engage with this audience is decades behind where it needs to be. Read this book now if you want real expertise and actionable insight on how to build an effective strategic approach" Buy this book." – Orlaith Blaney, CEO, McCann Erickson Dublin

"With its informative and straightforward approach to understanding older people, this book has wide relevance to people working across the creative industry. A timely and much-needed publication." – Rama Gheerawo, Deputy Director, Helen Hamlyn Centre for Design, Royal College of Art

"All good marketers need to be able to look into the future and anticipate business opportunities. Few aspects of the future as certain as the ageing of individuals and populations. The authors are unusually perceptive guides on how to prosper in this different world." – Hugh Burkitt, Chief Executive, The Marketing Society

Descrizione del libro:

A practical guide to understanding the impact of the ageing global population on how products are bought and the effect this has on how companies market to the older generation of consumers

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

I migliori risultati di ricerca su AbeBooks

1.

Dick Stroud, Kim Walker
Editore: Palgrave MacMillan, United Kingdom (2013)
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 1
Da
The Book Depository
(London, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Palgrave MacMillan, United Kingdom, 2013. Hardback. Condizione libro: New. 2013. 234 x 158 mm. Language: English . Brand New Book. Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns. Codice libro della libreria AAZ9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 25,97
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

2.

Dick Stroud, Kim Walker
Editore: Palgrave Macmillan
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 1
Da
THE SAINT BOOKSTORE
(Southport, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Palgrave Macmillan. Hardback. Condizione libro: new. BRAND NEW, Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business, Dick Stroud, Kim Walker, Unlock customer value by making your business age-friendly. The world's population is ageing at a rate never before seen in history. Marketing to the Ageing Consumer is the executives' guide to understanding and benefitting from this phenomenon. Fact: During the next two decades, older consumers will be the primary drivers of consumer expenditure in Europe and the US. Fact: Asia Pacific has the oldest and fastest growing population of older people. Fact: Older people have one thing in common - they are all experiencing physical ageing that determines what and how they purchase. Fact: Ageing physiology will demand changes across the spectrum of customer touchpoints for products and services of almost every marketing company. Age-marketing experts, Dick Stroud and Kim Walker, present the first and most comprehensive account of how the ageing of the consumers' minds, bodies and senses determine the products they purchase. The authors explain how ageing affects all parts of the customer experience. Their findings represent a fundamental - and surprising - shift in many paradigms of modern marketing. Full of illuminating case studies and practical tips, Marketing to the Ageing Consumer provides companies with the tools and knowledge to perform their own audit of 'age-friendliness' enabling them to adapt to the rapidly changing demands of their customers. Codice libro della libreria B9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 21,71
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 6,89
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

3.

Dick Stroud, Kim Walker
Editore: Palgrave MacMillan, United Kingdom (2013)
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 1
Da
The Book Depository US
(London, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Palgrave MacMillan, United Kingdom, 2013. Hardback. Condizione libro: New. 2013. 234 x 158 mm. Language: English . Brand New Book. Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns. Codice libro della libreria AAZ9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 29,37
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

4.

Stroud, Dick, Walker, Kim
Editore: Palgrave Macmillan (2012)
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 1
Valutazione libreria
[?]

Descrizione libro Palgrave Macmillan, 2012. Condizione libro: New. 2012. Hardcover. Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns. Num Pages: 264 pages, Illustrations. BIC Classification: JFSP31; KJS. Category: (P) Professional & Vocational. Dimension: 240 x 162 x 20. Weight in Grams: 546. . . . . . . Codice libro della libreria V9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 29,62
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
Da: Irlanda a: U.S.A.
Destinazione, tempi e costi

5.

Dick Stroud, Kim Walker
Editore: Palgrave Macmillan 2012-12-15, Basingstoke (2012)
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: > 20
Da
Blackwell's
(Oxford, OX, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Palgrave Macmillan 2012-12-15, Basingstoke, 2012. hardback. Condizione libro: New. Codice libro della libreria 9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 24,46
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 5,22
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

6.

Stroud, Dick; Walker, Kim
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Quantità: 1
Da
BWB
(Valley Stream, NY, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Condizione libro: New. Depending on your location, this item may ship from the US or UK. Codice libro della libreria 97802303781930000000

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 30,79
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
In U.S.A.
Destinazione, tempi e costi

7.

Stroud, Dick, Walker, Kim
Editore: Palgrave Macmillan
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 1
Da
Kennys Bookstore
(Olney, MD, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Palgrave Macmillan. Condizione libro: New. 2012. Hardcover. Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns. Num Pages: 264 pages, Illustrations. BIC Classification: JFSP31; KJS. Category: (P) Professional & Vocational. Dimension: 240 x 162 x 20. Weight in Grams: 546. . . . . . Books ship from the US and Ireland. Codice libro della libreria V9780230378193

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 31,13
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
In U.S.A.
Destinazione, tempi e costi

8.

Dick Stroud
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: 2
Da
Ria Christie Collections
(Uxbridge, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Hardback. Condizione libro: New. Not Signed; Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for impro. book. Codice libro della libreria ria9780230378193_rkm

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 27,96
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,88
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

9.

Stroud, D.
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Rilegato Quantità: > 20
Print on Demand
Da
BargainBookStores
(Grand Rapids, MI, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Hardcover. Condizione libro: New. This item is printed on demand. Item doesn't include CD/DVD. Codice libro della libreria 6135176

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 28,58
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,70
In U.S.A.
Destinazione, tempi e costi

10.

Stroud, Dick; Walker, Kim
ISBN 10: 0230378196 ISBN 13: 9780230378193
Nuovi Quantità: 1
Da
Speedy Hen LLC
(Sunrise, FL, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Condizione libro: New. Bookseller Inventory # ST0230378196. Codice libro della libreria ST0230378196

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 33,76
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
In U.S.A.
Destinazione, tempi e costi

Vedi altre copie di questo libro

Vedi tutti i risultati per questo libro