Barrie Gunter

Understanding the Older Consumer

The Grey Market

• Broschiertes Buch

Produktbeschreibung

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 188
• Erscheinungstermin: 3. September 1998
• Englisch
• Abmessung: 236mm x 157mm x 14mm
• Gewicht: 305g
• ISBN-13: 9780415186445
• ISBN-10: 0415186447
• Artikelnr.: 22469656

Autorenporträt

Barrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues.

Inhaltsangabe

Chapter 1 The importance of the older consumer
Chapter 2 Demographics and consumption patterns
Chapter 3 Lifestyles, life stages and consumption
Chapter 4 Leisure and media use
Chapter 5 Representation and image
Chapter 6 The importance and effectiveness of advertising
Chapter 7 The future and the older consumer