Boomer marketing: selling to a recession resistant market
Auteur :
Chaston, Ian
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415489621
Date de publication :
4 juin 2009
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
566 g
Format :
Paper over boards
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Boomer Marketing is the first book to address the current global recession and its effects on firms’ marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.