Descripciones mejoradas de Syndetics:

With this book, organizations can develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process; key issues are raised and information is presented to address them. Intended for the busy marketer who needs access to state-of-the art knowledge and its implications for marketing strategy development, the book includes information on the mature market, market segmentation and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process.

The book begins with information relevant to the analysis of the mature market, such as size and wealth, and how this market differs from younger consumer groups. Next, it presents information useful in analyzing opportunities that exist within this market in the form of unfilled needs, as well as information related to segmentation and target marketing. Analysis of market behavior is presented next, focusing on financial and consumption lifestyles. The bulk of the information presented in this book is on consumers' orientations toward business offerings and strategies, focusing on analyses of older consumer responses in all areas of the marketing mix--i.e., new product development, pricing, distribution and promotion, and recommending specific courses of action. Finally, an effort is made to summarize the information, using a strategic marketing framework, and to make recommendations on how to market to older consumers.

Tabla de contenidos provista por Syndetics

• Tables and Figure
• Acknowledgments
• Overview
• Introduction
• The Mature Consumer Market Identifying Opportunities
• Analyzing Needs of Older Adults Segmenting and Targeting the Mature Market Analyzing
• Market Behavior Consumption and Financial Practices of Older Americans Preferences for Sources of Information Developing
• Marketing Programs Analyzing Orientations Toward Products
• Identifying and Targeting Potential Users of New Products
• Distribution Decisions Designing the Promotional Mix Age-Targeted Marketing Strategies
• Summary and Recommendations Guidelines for Developing Marketing Strategies
• Appendixes
• References
• Index

Reseñas proporcionadas por Syndetics

CHOICE Review

Moschis (Georgia State Univ., author of Marketing to Older Consumers, CH, May'93), a recognized authority in the development of education about the older market, offers the most complete current source of information on marketing to the senior segment of the American population. By summarizing existing knowledge of this growing market, providing an understanding of the behavior patterns of older consumers, and presenting new evidence from a major study, he builds a solid basis for the development of strategies for targeting mature consumers. The final chapters identify strategies and offer guidelines for developing and evaluating others. Specific demographic, lifestyle, and behavioral data are provided in the context of a strategic framework. Because the older segment of the population is rapidly increasing, this material will prove invaluable to marketing practitioners as more and more firms target older American consumers. Well organized with excellent tables and references. Upper-division undergraduate through professionals. L. J. Cumbo; Emory and Henry College

Notas de autor provistas por Syndetics

GEORGE P. MOSCHIS is Professor of Marketing and the founder and director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty. A pioneer in developing educational materials on marketing to older adults, Dr. Moschis received the 1990 SAGE award for his exemplary work in this field, and his center was recognized by American Demographics magazine for four consecutive years as one of the best sources of marketing information. He is a frequent speaker at business forums, and author of Marketing to Older Consumers (Quorum, 1992) and Consumer Socialization: A Life-Cycle Perspective (1987).