The 50 Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies (Google eBook)

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Kogan Page Publishers, Dec 3, 2005 - Business & Economics - 336 pages
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Explores how leading marketing practitioners are dealing with the 'ageing' of Europe's consumers. Using first hand research the key conclusion holds that in marketing and demographic terms the future is age-neutral and that the same marketing rules apply to the over-50s as to the rest of the population. There has, in recent years, been a steady increase in the number of wealthy adults over the age of 50. It is now the over-50s who have the money to spend on new products, although many marketers have failed to realize this. A large part of the marketing world is institutionally ageist - favouring a predominantly 'young' or 'old' approach in devising their marketing strategies depending upon their perception of their target markets. This approach must change - marketers must develop more sophisticated approaches - in essence, marketers must now embrace the concept of age-neutral marketing. This strategic change will be very much to their advantage. If they continue to fail to recognize the importance of the over-50s age group, then they will be disregarding a very large sector of their age-neutral market.
  

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Contents

1 Marketers on marketing to the over50s
1
2 The future is getting older
17
3 Myths and marketing myopia
43
4 A global snapshot
57
5 Whats different about being old?
79
6 The strange world of segmentation
103
7 The value of geodemographics
141
8 The rules have changed
161
11 Interactive media for older eyes hands and minds
215
12 Communicating with the over50s
239
13 Thoughts about the creative
251
14 What of the future?
267
Appendix 1 Older eyes hands and minds
281
Appendix 2 A website audit for agefriendliness
287
Appendix 3 Questions that test a companys ageneutrality
299
Appendix 4 Details of OMDs market research programme
301

9 From theory to practice
171
10 Interactive channels myths facts and unknowns
187

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About the author (2005)

Dick Stroud is managing director of 20plus30, a marketing strategy consulting firm that advises companies about the business implications of population aging. He is a leading expert on using interactive channels to communicate with the over-50 market.

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