{"product_id":"boomer-marketing","title":"Boomer Marketing","description":"\u003cp\u003eBaby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people. \u003c\/p\u003e\u003cp\u003eRecessions always dampen consumer spending, but in the 21st century’s first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered include:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eMarketing errors made by UK banks in the current global crisis \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eMarket research\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eCustomer targeting \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eMarketing strategies and pricing innovation\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003ePromotion and distribution \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eA world first, \u003cem\u003eBoomer Marketing\u003c\/em\u003e is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing.\u003c\/p\u003e\u003cp\u003eAdditional lecturer material available at www.routledge.com\/9780415489638\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54233815646552,"sku":"9780415489621","price":67.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780415489621.jpg?v=1770152453","url":"https:\/\/agendabookshop.com\/products\/boomer-marketing","provider":"Agenda Bookshop","version":"1.0","type":"link"}