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Marketing to the aging populationstrategies and tools for companies in various industries /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing to the aging populationby George P. Moschis.
其他題名:	strategies and tools for companies in various industries /
作者:	Moschis, George P.
出版者:	Cham :Springer International Publishing :2022.
面頁冊數:	xv, 345 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Marketing.
電子資源:	https://doi.org/10.1007/978-3-031-13097-7
ISBN:	9783031130977$q(electronic bk.)

Marketing to the aging populationstrategies and tools for companies in various industries /
Moschis, George P.

Marketing to the aging populationstrategies and tools for companies in various industries /[electronic resource] :by George P. Moschis. - Cham :Springer International Publishing :2022. - xv, 345 p. :ill., digital ;24 cm. - Management for professionals,2192-810X. - Management for professionals..

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.

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.

ISBN: 9783031130977$q(electronic bk.)

Standard No.: 10.1007/978-3-031-13097-7doiSubjects--Topical Terms:

182957
Marketing.

LC Class. No.: HF5415.332.O43 / M67 2022

Dewey Class. No.: 658.8340846

Marketing to the aging populationstrategies and tools for companies in various industries /
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505 0 $a 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.
520 $a 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.
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