SilverComm : marketing practices and messages for the age of aging

Anne M. Cooper and Young Joon Lim

"The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical exercises to supplement any strategic comm course."

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Year of publication:	[2023]
Authors:	Cooper-Chen, Anne ; Lim, Young Joon
Publisher:	Lanham : Rowman & Littlefield
Subject:	Verbraucher \| Consumers \| Zielgruppe \| Target group \| Ältere Menschen \| Elderly people \| Marktsegmentierung \| Market segmentation \| USA \| United States
Description of contents:	Table of Contents [gbv.de]

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Extent:	xiii, 165 Seiten Illustrationen, Diagramme
Type of publication:	Book / Working Paper
Language:	English
Notes:	The age of aging -- Professional paths -- Practitioners' COVID year -- Seniors' portrayals in mainstream media advertising -- Medical advertising's elder appeals, then and now -- Creating effective senior-market messages -- United States, land of retiree options -- Gender, race and sexual orientation -- What's ahead?
ISBN:	978-1-5381-7513-2 ; 978-1-5381-7514-9 ; 978-1-5381-7515-6
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014233316