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

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Kogan Page Publishers, Dec 3, 2005 - Business & Economics - 336 pages
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Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group. This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies.
 

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

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