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The 50 Plus Market

Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies

Dick Stroud

Tactics and techniques for tackling the over-50 grey panther market. Based on research by leading media agency OMD, it includes examination of age-neutral marketing, segmentation, demographics and technological and economic changes affecting consumer habits of the 50-plus market.

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EAN: 9780749449391

Edition: 1

Published: 03 Mar 2007

Format: 234 x 155

336 pages

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About the book

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.

About the authors

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.

Dick Stroud

- Chapter - 00: Introduction;
- Chapter - 01: Marketers on marketing to the over-50s;
- Chapter - 02: The future is getting old(er);
- Chapter - 03: Myths and marketing myopia;
- Chapter - 04: A global snapshot;
- Chapter - 05: What’s different about being ‘old’?;
- Chapter - 06: The strange world of segmentation;
- Chapter - 07: The value of geodemographics;
- Chapter - 08: The rules have changed;
- Chapter - 09: From theory to practice;
- Chapter - 10: Interactive channels – myths, facts and unknowns;
- Chapter - 11: Interactive media for older eyes, hands and minds;
- Chapter - 12: Communicating with the over-50s;
- Chapter - 13: Thoughts about the creative;
- Chapter - 14: What of the future?