Selling to a Recession Resistant Market
By Ian Chaston
Routledge – 2009 – 268 pages
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:
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.
Additional lecturer material available at www.routledge.com/9780415489638
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
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.