patio umbrellas
boomer marketing selling to a recession resistant market
p 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 . p 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 p ul p li marketing errors made by uk banks in the current global crisis li p li market research li p li customer targeting li p li marketing strategies and pricing innovation li p li promotion and distribution li p ul p 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 . p additional lecturer material available at www.routledge.com 9780415489638