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

Stroud, Dick

Softcover

ISBN 10: 074944939X ISBN 13: 9780749449391

Publisher: Kogan Page, 2007

Synopsis

Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets is geared toward older consumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, The 50-Plus Market shows why the obsession with youth-centric marketing must end.

About this title

About the Author:

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

Review:

"...blend[s] research with real-life corporate structure for maximum impact." -- Midwest Book Review

"A wake-up call... must reading for marketing and advertising professionals, college faculties and business executives." -- Choice magazine

"A well-written, enjoyable book that has relevance far beyond the boundaries of the marketing department." -- AllAboutBranding.com

About this edition

• Publisher: Kogan Page
• Publication date: 2007
• ISBN 10: 074944939X
• ISBN 13: 9780749449391
• Binding: Paperback
• Edition number: 1
• Number of pages: 336