Boomer Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Chaston, Ian 作者

译者

2009-6 出版日期

280 页数

$ 172.89 价格

丛书系列

9780415489621 图书编码

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发表于2024-11-13

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Boomer Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Boomer Marketing 在线电子书图书描述

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 21st century's first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices. More so than ever before, the current global recession highlights the need for firms to revise their marketing strategies and practices in order to remain competitive. In this book, Ian Chaston uses original case material to propose strategic solutions that take advantage of the moneyed segments of the maturing boomer market. Key topics covered include: marketing errors made by UK banks in the current global crisis; market research; customer targeting; marketing strategies and pricing innovation; and, promotion and distribution. A world first, "Boomer Marketing" is useful for students of marketing and consumer behaviour and is essential reading for practitioners who understand the need for money-oriented marketing.

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