Baby boomers (consumers in the 50 plus age bracket) are the wealthiest consumer group in the world. This title uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. It is suitable for students of marketing and consumer behaviour.
Baby boomers (consumers in the 50 plus age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people. Recessions always dampen consumer spending, but in the 21st century's first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered in this title include: marketing errors made by UK banks in the current global crisis; market research; customer targeting; marketing strategies and pricing innovation; and, promotion and distribution. A world first, "Boomer Marketing" is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing.
1. Financially Attractive Markets 2. Opportunity Research 3. Market Assessment 4. Internal Capability 5. Customer Identification 6. Strategy 7. Innovation 8. Promotion 9. Pricing and Distribution 10. Health and Beauty 11. B2B Marketing 12. 21st Century E's