278 Pages
44 B/W Illustrations
by
Routledge
278 Pages
44 B/W Illustrations
by
Routledge
280 Pages
44 B/W Illustrations
by
Routledge
Also available as eBook on:
Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people.
Recessions always dampen consumer spending, but in the 21 st century’s first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and... Read more
1. Financially Attractive Markets 2. Opportunity Research 3. Market Assessment 4. Internal Capability 5. Customer Identification 6. Strategy 7. Innovation 8. Promotion 9. Pricing and Distribution 10. Health and Beauty 11. B2B Marketing 12. 21st Century E's
Biography
Ian Chaston is Managing Director of Plymouth University’s spin off company and a Research Professor at Centrum Catolica, Peru. He has a wealth of international experience in marketing and has authored 12 books and over 100 journal articles.
