http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
1 online resource (xii, 265 p.) : ill.
Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. In this book, the author uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. It is useful for students of marketing and consumer behaviour.
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 'Es'
Description based on print version record
Includes bibliographical references and index