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Boomer marketing selling to a recession resistant market /

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 grou...

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Bibliographic Details
Main Author: Chaston, Ian.
Format: Electronic
Language:English
Published: London : New York : Routledge, 2009.
Subjects:
Market segmentation > United States.
Target marketing > United States.
Middle-aged consumers > United States.
Baby boom generation > United States.
Baby boom generation.
Market segmentation.
Middle-aged consumers.
Target marketing.
BUSINESS & ECONOMICS > Industrial. > Marketing
Electronic books.
Online Access:View fulltext via EzAccess
MyiLibrary
Description
Summary: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.
Physical Description:1 online resource (xii, 265 p.) : ill.
Bibliography:Includes bibliographical references and index.
ISBN:9780203876398 (electronic bk.)
0203876393 (electronic bk.)

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