Understanding the Older Consumer: The Grey Market

Author:   Barrie Gunter
Publisher:   Taylor & Francis Ltd
ISBN:  

9780415186445


Pages:   192
Publication Date:   03 September 1998
Format:   Paperback
Availability:   In Print   Availability explained
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Understanding the Older Consumer: The Grey Market


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Overview

This volume presents an examination of the demographic, behavioural and psychological profiles of older consumers. 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.

Full Product Details

Author:   Barrie Gunter
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.90cm , Height: 1.00cm , Length: 23.50cm
Weight:   0.454kg
ISBN:  

9780415186445


ISBN 10:   0415186447
Pages:   192
Publication Date:   03 September 1998
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Reviews

My recommendation is to buy the book if you are interested in research concernin over-50s consumers....with references dating back to 1920, with almost 80 percent of those references dating between 1974 and 1993 and, finally, with those references including nearly every prominent consumer behavior researcher in the USA and the UK during those years, the book is definitely a must-have for current researchers in the field. <br>- Journal of Consumer Marketing <br> Extensive references cited at the end of this book enhance this valuable source for those interested in advertising and marketing and psychology. <br>- Choice <br>


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