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

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

by Dick Stroud (Author)

  • Used

    Illustrated 2007

    $3.47
Synopsis

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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More Information

Format: Illustrated
 Pages: 336
 Edition: 1
 Publisher: Kogan Page
Published: 03 Mar 2007
ISBN 10: 074944939X
ISBN 13: 9780749449391
Book Overview: 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

Media Reviews
A thoughtful, well-researched and thorough exploration of the 50-plus market. Media Week Uses first-hand research to prove that the same marketing rules apply to the over-50s as to the rest of the population. In-Store Magazine The over 50s are not a niche market - they account for 40% of the UK's adult population. Brand Republic Stroud argues that not only are the assumptions we make about the older age groups inaccurate, but by ignoring them we miss out on one of the greatest ever target group bonanzas. Marketing Stroud argues persuasively for 'age-neutral' advertising and for businesses to study the 50-plus market and find out where they are missing potential revenue. Director Ushers in the era of age-neutral marketing... compelling. European Business Takes stock of the marketing approach to the seniors market. EFMA Magazine An unusual book, which addresses and challenges stereotypes, prejudices and assumptions in the marketing industry. Professional Manager The most thorough and comprehensive analysis of this market published to date. Journal of Direct, Data and Digital Marketing Practice A persuasive argument that fundamental change is needed to shake marketers from their comfort zone, one that leaves them unwilling to explore a new model that includes older consumers in their sales planning. Forbes online Uses original research from OMD, the second largest media communications specialist in the world, to dispel the myths and explain the truths of marketing to the over 50s. European Foundation for Management Development Will help you from research, planning and creative perspectives right through to implementation. What it does in the main is dispel the view that marketing to the young is the only profitable route. Enterprise Enfield Provides a new approach to how companies interact with older customers, advocating age-neutral marketing strategies to ensure the growing numbers of affluent over-50 consumers aren't overlooked. Midwest Book Review A wake up call to marketers to respond to the demographic and economic changes that will shape business success in many industries. All About Branding Company presidents please note - your current marketers are about to make the same mistake as their predecessors, ignoring the 50-plus consumer until they're one themselves and retired. But there is a solution - give them this book to read immediately. Michael Harvey, Consumer Planning Director, Diageo There is no such thing as age, the world can only be segmented based on behaviour; that is assuming you believe segmentation is still possible. The future of marketing is based on even-handed, intelligent, inclusive strategies. Read this book in detail and take the risk. Do as it recommends. Simon Thompson, Marketing Director, Honda (UK) More than 50 per cent of the UK population is now over 50. Dick Stroud faces up to the painful truths about ageing, but explodes the many marketing myths about this target group. This book is essential reading for marketing executives of all ages. Hugh Burkitt, Chief Executive, The Marketing Society To say that the over-50s is a neglected market would be the understatement of the decade. Dick Stroud has written this fascinating, fact-filled book on how to target this growing and extremely prosperous group. It is a veritable cornucopia of facts, information and guidelines. It is as good as an encyclopaedia and deserves to be a best-seller. Professor Malcolm McDonald, Emeritus Professor of Marketing, Cranfield School of Management With persuasive (even obsessive) attention to detail, Dick Stroud shows how wrinklies are a huge and virtually untapped market. Wally Olins, Chairman of Saffron Brand Consultants and wrinklie The over-50s are the richest, most abundant, most available and most ad-appreciative section of society, yet our ageist assumptions prevent us from successfully engaging them. This book is a wake-up call to all marketers - ignore it (and this audience) at your peril. Michael Baulk, Chairman and Chief Executive, Abbott Mead Vickers Group Ltd
Author Bio
Dick Stroud is the managing director of 20plus30, a marketing strategy consultancy that advises companies about the business implications of population ageing. He is a leading expert on using interactive channels to communicate with the over-50s market.