Development of the Generation 50plus - Softcover

Klebl, Kristin

Softcover

ISBN 10: 3836407434 ISBN 13: 9783836407434

Publisher: VDM Verlag Dr. Mueller E.K., 2007

Synopsis

The phenomenon of radical demographic revolution taking place in industrial countries is about to change the age structure drastically. The German population is increasingly ageing and will consist of more old people than younger people in the very near future. In conjunction with the rising expectancy of life, the today's Generation 50plus and their values and needs have greatly changed from those of people aged 50 in the past and have further major implications for market trends. The author Kristin Klebl analyzes the Generation 50plus and looks at the changes which retailers and marketers will have to make to adapt to the rapidly changing face of the consumer. Due to the increasing attractiveness of the mature market, their future survival will increasingly depend on what is known as the Generation 50plus - the seniors in the population who have the greater spending power. This affects all aspects of retailing, including communication, advertising, media selection and sales promotion. This book addresses to retailers and marketers, economists and students, and all interested parties.

About this title

About the Author

Dipl. Betriebswirtin (BA)Berufsakademie RavensburgUniversity of Cooperative Education,Ravensburg, GermanyUniversity of California, Santa Barbara (UCSB),Santa Barbara, California, USA

Edition details

• Publisher: VDM Verlag Dr. Mueller E.K.
• Publication date: 2007
• Language: English
• ISBN 10: 3836407434
• ISBN 13: 9783836407434
• Binding: Paperback
• Number of pages: 80