| 紀錄類型: |
書目-電子資源
: 單行本
|
| 副題名: |
the secrets to building an age-friendly business |
| 作者: |
StroudDick., |
| 合作者: |
WalkerKim, 1964- |
| 出版地: |
Basingstoke |
| 出版者: |
Palgrave Macmillan; |
| 出版年: |
2012 |
| 面頁冊數: |
1 online resource. |
| 標題: |
Marketing. - |
| 標題: |
BUSINESS & ECONOMICS / Distribution - |
| 標題: |
BUSINESS & ECONOMICS / Marketing / General - |
| 電子資源: |
http://www.palgraveconnect.com/doifinder/10.1057/9780230378209 |
| 摘要註: |
Unlock customer value by making your business age-friendly. The world's population is ageing at a rate never before seen in history. Marketing to the Ageing Consumer is the executives' guide to understanding and benefitting from this phenomenon. Fact: During the next two decades, older consumers will be the primary drivers of consumer expenditure in Europe and the US. Fact: Asia Pacific has the oldest and fastest growing population of older people. Fact: Older people have one thing in common : they are all experiencing physical ageing that determines what and how they purchase. Fact: Ageing physiology will demand changes across the spectrum of customer touchpoints for products and services of almost every marketing company. Age-marketing experts, Dick Stroud and Kim Walker, present the first and most comprehensive account of how the ageing of the consumers' minds, bodies and senses determine the products they purchase. The authors explain how ageing affects all parts of the customer experience. Their findings represent a fundamental - and surprising - shift in many paradigms of modern marketing. Full of illuminating case studies and practical tips, Marketing to the Ageing Consumer provides companies with the tools and knowledge to perform their own audit of 'age-friendliness' enabling them to adapt to the rapidly changing demands of their customers. |
| ISBN: |
9780230378209electronic bk. |
| ISBN: |
023037820Xelectronic bk. |
| ISBN: |
9780230378193Cloth |
| ISBN: |
0230378196Cloth |
| ISBN: |
9781283867702 |
| ISBN: |
1283867702 |
| 內容註: |
Chapter 1. The ageing consumer : a historic perspective Chapter 2. Population ageing b6 s situation analysis Chapter 3. Introduction to physiological ageing Chapter 4. Understanding customer touchpoints Chapter 5. The ageing senses Chapter 6. The ageing mind Chapter 7. The ageing body Chapter 8. The meaning of 'age-friendly' Chapter 9. Evaluating age-friendliness Chapter 10. Creating an age-friendly strategy Chapter 11. Age-friendly employers and governments Chapter 12. The future. |