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

Dick Stroud

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Marketing and Advertising Strategies Digital Marketing and Social Media Technology Use by Older Adults

Abstract

Chapter - 00: Introduction Chapter - 01: Marketers on marketing to the over-50s Chapter - 02: The future is getting old(er) Chapter - 03: Myths and marketing myopia Chapter - 04: A global snapshot Chapter - 05: What's different about being 'old'? Chapter - 06: The strange world of segmentation Chapter - 07: The value of geodemographics Chapter - 08: The rules have changed Chapter - 09: From theory to practice Chapter - 10: Interactive channels - myths, facts and unknowns Chapter - 11: Interactive media for older eyes, hands and minds Chapter - 12: Communicating with the over-50s Chapter - 13: Thoughts about the creative Chapter - 14: What of the future?

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