The 50 Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies (Paperback)

The 50 Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies By Dick Stroud Cover Image

The 50 Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies (Paperback)

$37.99


Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets is geared toward older consumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, The 50-Plus Market shows why the obsession with youth-centric marketing must end.

Dick Stroud is the managing director of 20plus30, a marketing strategy consultancy that advises companies about the business implications of population ageing. He is a leading expert on using interactive channels to communicate with the over-50s market.
Product Details ISBN: 9780749449391
ISBN-10: 074944939X
Publisher: Kogan Page
Publication Date: March 27th, 2007
Pages: 336
Language: English

"...blend[s] research with real-life corporate structure for maximum impact." -- Midwest Book Review