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Focusing on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes. It delves into the demographic, behavioral, and psychological profiles of this age group, highlighting their significant purchasing power due to reduced financial responsibilities. Marketers are guided on effectively targeting this market by understanding their lifestyles, media consumption, advertising perceptions, and shopping preferences. This resource is essential for students in marketing, media, and social psychology.
Acquisto del libro
Understanding the Older Consumer, Barrie Gunter
- Lingua
- Pubblicato
- 1998
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- (In brossura)
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- Titolo
- Understanding the Older Consumer
- Sottotitolo
- The Grey Market
- Lingua
- Inglese
- Autori
- Barrie Gunter
- Editore
- Taylor & Francis Ltd (Sales)
- Pubblicato
- 1998
- Formato
- In brossura
- Pagine
- 188
- ISBN13
- 9780415186445
- Descrizione
- Focusing on the growing demographic of individuals over 50, this book explores their wealth, health, and happiness, challenging outdated stereotypes. It delves into the demographic, behavioral, and psychological profiles of this age group, highlighting their significant purchasing power due to reduced financial responsibilities. Marketers are guided on effectively targeting this market by understanding their lifestyles, media consumption, advertising perceptions, and shopping preferences. This resource is essential for students in marketing, media, and social psychology.