SilverComm: Marketing Practices and Messages for the Age of Aging
Language: English
Published by Rowman & Littlefield, 2023
- Softcover
- New
Seller: Ria Christie Collections, Uxbridge, United KingdomRia Christie Collections
AbeBooks seller since March 25, 2015
Condition: New
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Add to basketItem description from seller
In English.
Seller Inventory # ria9781538175149_new
- Title
- SilverComm: Marketing Practices and Messages for the Age of Aging
- Author
- Cooper, Anne M.; Lim, Young Joon
- Publisher
- Rowman & Littlefield
- Publication year
- 2023
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1538175142
- ISBN 13
- 9781538175149
- Item weight
- 369 grams
In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market!
It is imperative that the strategic communication professions take note of this oncoming silver tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practitioners. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.
"Synopsis" may belong to another edition of this title.
About the Author
Anne M. Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times on ABC-TV, the BBC and other media outlets.
Young Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications.
"About the title" may belong to another edition of this title.
Ria Christie Collections
Uxbridge, United Kingdom
AbeBooks seller since March 25, 2015
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