Ian Chaston

Boomer Marketing (eBook, ePUB)

Selling to a Recession Resistant Market

• Format: ePub

Produktbeschreibung

Boomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 280
• Erscheinungstermin: 8. Juni 2009
• Englisch
• ISBN-13: 9781134010042
• Artikelnr.: 38265568

Autorenporträt

Ian Chaston is Managing Director of Plymouth University's spin off company and a Research Professor at Centrum Catolica, Peru. He has a wealth of international experience in marketing and has authored 12 books and over 100 journal articles.

Inhaltsangabe

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