Cover image for Ageless marketing : strategies for reaching the hearts & minds of the new customer majority
Title:
Ageless marketing : strategies for reaching the hearts & minds of the new customer majority
Author:
Wolfe, David B.
Personal Author:
Publication Information:
Chicago, IL : Dearborn Trade Pub., [2003]

©2003
Physical Description:
xxi, 359 pages : illustrations ; 24 cm
Language:
English
Added Author:
ISBN:
9780793177554
Format :
Book

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HF5415.32 .W65 2003 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

Today's richest market is in the new customer majorty - middle-aged and other adults who make up the biggest percentage of the buying public. Never before have adults 40 years and older been in the majority. Understanding this population and persuasively selling to it require a new kind of marketing research arsenal. results of a ground-breaking research project on the ageing boomer generation, detailing the core values, buying behaviours and emotional factors that distinguish the new customer majority. As more companies seek sales from multiple age groups, ageless marketing becomes critical to financial performance. Companies that master its subtleties have realized amazing profits. New Balance, for example, saw an annual rate of 25 per cent or more with its ageless marketing themes, even when the athletic shoe industry had shown no growth since 1997. lucrative market. Companies that want to tap into this important segment should gain insights into the characteristic values and motivations that trigger the New Customer Majority's spending choices. Wolfe and Snyder describe the challenges in marketing to this group, the stages and differences in their life experiences, and the ways to make meaningful marketing overtures. decisions for this market, why traditional ploys simply will not work, and how to create marketing campaigns that yield continuing customer satisfaction and brand loyalty.


Author Notes

International expert David B. Wolfe is a provocative consultant who laid the foundation for ageless marketing through his pioneering work in developmental relationship marketing (DRM)
Robert Snyder is a Partner with Retirement Living Services of Hartford, Connecticut. Robert formerly headed the Mature Market Group of J. Walter Thompson


Reviews 1

Library Journal Review

Though this is their first book, the authors are recognized marketing experts who specialize in targeting mature customers. Years of practice have led them to conclude that Americans over 40 are underserved, even though theirs is a rapidly growing population with disposable income. The authors argue that this development, combined with advances in healthcare, nutrition, and fitness training, combine to make the 40-plus age group today's most exciting market-a major shift in buying behavior that marketers must recognize to be successful. The authors go on to outline what a marketer should know in order to take advantage of this opportunity, segmenting the market, highlighting the value of different consumers, and considering what it takes to keep the consumer happy. Lots of examples are offered, although they do not always seem to be the best available. Nevertheless, this is a rich source of information that every business school, marketing firm, and ad agency should include in its collection. Large public libraries with an extensive business and marketing section should also purchase.-Steve Turner, Turner & Assocs., San Francisco (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.


Table of Contents

Forewordp. vii
Prefacep. xi
Part 1 An Era of New Rules
1. Why Marketing Stopped Working: Doing Less with Morep. 3
2. Statistics Don't Buyp. 25
3. Second Half Customers Seen Through a New Consciousnessp. 39
Part 2 The Nature of Customers
4. Nature Versus Nurture: A Marketer's Perspectivep. 67
5. The New S Word In Marketingp. 79
6. The Biological Roots of Customers' Needs and Behaviorp. 97
7. Seasons of a Customer's Lifep. 125
Interludep. 139
Part 3 The Psychology of Customer Behavior
8. Value Portraits: A Matter of Values for the Fall and Winter Seasons of Lifep. 147
9. Value Portraits: A New Approach toward Appealing to Individuals in the Fall and Winter Seasonsp. 163
Part 4 Connecting with Reality
10. Life Satisfaction: The Missing Focus in Marketingp. 195
11. Family Connections and Complexitiesp. 217
12. The Three Lifestyle Stages of Adult Lifep. 241
Part 5 Preparing Landing Sites for Marketing Messages
13. Symbols: When a Rose Is Not a Rosep. 265
14. Building Empathetic Bridgesp. 289
15. The Truly Ageless Marketp. 313
Appendixp. 333
Notesp. 337
Indexp. 347