rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Boomer marketing [electronic resource]
    sub title: selling to a recession resistant market
  name:
    name part: Chaston, Ian
    role:
      role term: creator
    role:
      role term: author
  type of resource: text
  origin info:
    place:
      place term: enk
    place:
      place term: London
    place:
      place term: New York
    publisher: Routledge
    date issued: 2009
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: 1 online resource (xii, 265 p.) : ill.
  abstract: 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.
  table of contents: 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'
  note: Ian Chaston
  note: Description based on print version record
  note: Includes bibliographical references and index
  subject:
    topic: Baby boom generation
    geographic: United States
  subject:
    topic: Market segmentation
    geographic: United States
  subject:
    topic: Middle-aged consumers
    geographic: United States
  subject:
    topic: Target marketing
    geographic: United States
  identifier: 0203876393 (electronic bk.)
  identifier: 9780203876398 (electronic bk.)
  identifier: 0415489628 (hbk)
  identifier: 0415489636 (pbk.)
  identifier: 9780415489621 (hardback)
  identifier: 9780415489638 (pbk.)
  identifier: http://www.netlibrary.com/urlapi.asp
  record info:
    record creation date: 110222
    record change date: 20110303093000.0
    record identifier: 0000070219