"As the populations of Europe and the US, soon to be followed by China, grow older, it is vital that marketers understand the effects of physiological ageing and their impact on marketing. The book that provides this advice is yet to be written. This book contains models for companies to use to evaluate how successful their own strategies are and provide strategies and tools for improving their age-friendly marketing campaigns. While most other marketing books focus on how ageing changes consumer behavior, the different ways of segmenting the older market, and the impact of ageing on the ways companies communicate, they simply address physiological ageing as a subsidiary subject. This book proves how the physical effects of ageing impact all consumer groups and nationalities, as well as all parts of the marketing cycle from the development of new products to post-sales support. Current population demographics ensures that the issue of ageing will continue to increase in importance, as will the demand for informed comment and knowledge of the subject. Marketing to the Ageing Consumer represents a turning point in the sophistication of the techniques and tools available to companies to exploit the surge in numbers of older consumers."--Publisher's website
CONTENT
The ageing consumer -- a historic perspective -- Population ageing -- situation analysis -- Introduction to physiological ageing -- Understanding customer touchpoints -- The ageing senses -- The ageing mind -- The ageing body -- The meaning of 'age-friendly' -- Evaluating age-friendliness -- Creating an age-friendly strategy -- Age-friendly employers and governments -- The future
