The 50-Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies - Softcover

STROUD, Dick

9780749449391: The 50-Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies

Softcover

ISBN 10: 074944939X ISBN 13: 9780749449391

Publisher: Kogan Page, 2007

Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group.

This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies.

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Review:

"A wake-up call... must reading for marketing and advertising professionals, college faculties and business executives."

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

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

"A wake-up call... must reading for marketing and advertising professionals, college faculties and business executives." -- Choice magazine

"A well-written, enjoyable book that has relevance far beyond the boundaries of the marketing department." -- AllAboutBranding.com

Book Description:

UKs 19.8 million over-50s are worth 175 billion

They control 80% of the nations wealth, 60% of savings and 40% of disposable income

80% own their own home and over 50% have paid off their mortgage

By targeting marketing at the over-50s, businesses can increase turnover by 20% without having to increase market share

Marketers ignore the over-50s at their peril

Globally, the over-50s are amongst the most affluent social group and their numbers are growing more rapidly than any other age-group

Percentage of population over 50

2005 2020

Italy 39% 48%

Japan 46% 51%

US 30% 35%

Chinas rate of ageing will soon outstrip that of any other country

A wake up call to marketers to respond to the demographic and economic changes that will shape business success.

All About Branding

Essential reading for marketing executives of all ages.

Hugh Burkitt, Chief Executive, The Marketing Society

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