Fifty+ Marketing: Marketing, Communicating And Selling To The

Description:
As a result of demographic and other factors in many countries, the over fifty age group have emerged as having significant disposable income and market power with very specific needs, values and behaviours, yet much advertising, promotion and marketing is still targeted primarily at younger age groups. In a unique and compelling book the author, who is a pioneer in generational marketing, shows that this is an essential market for companies all over the world and tells them with a lot of international facts, statistics and examples how they can efficiently re-focus their marketing strategies for maximum benefit.

Review:
'50+ Marketing adds a totally new dimension to market segmentation. Jean-Paul Treguer has destroyed the conventional wisdom that seniors have limited consumption power and ingrained consumption habits. More importantly for marketers, he defines a new model for thinking about seniors and doing business with them.' - Peter M. Thompson, President & CEO, PepsiCo Beverages International 'The marketing and advertising communities continue to focus on younger target groups, ignoring the increasing importance of the over-50s in terms of size, purchasing power and needs. Jean-Paul Treguer demonstrates the huge potential this marketing population represents today and how to intelligently address these modern Brand Victims. A book that should be read urgently by all managers and marketing people : the young ones (...50+) and even the younger.' - Lars Olofsson, Executive Vice President, Nestle S.A. (Europe) 'Marketing to the over 50s is very complicated in theory. In practice it's simple: it's selling to us old people * and to our friends. We are simple, direct, no-nonsense (we've been fooled too often...), positive, we like life - and we don't want to be called old. Jean-Paul Treguer knows this and he gives very good advice! And his advice is even fun to read.' - Rolf Kunisch, Chairman of the Executive Board, Beiersdorf (Nivea), (* and a 60+ senior citizen) 'We met Jean-Paul Treguer thanks to our Varilux lenses. He proves that marketing is not just for young people. However, the greatest interest of M. Treguer's work is that marketing today means reaching into the souls and the minds of people the world over and this book invites you to take such a journey.' - Xavier Fontanet, Chairman and CEO, Essilor (Varilux) 'Written in light, highly readable style...it is well suited for upper-division undergraduates...and practitioners.' - S.D. Clark, Choice

Table of Contents:
Introduction An Incredible Marketing Blindspot A Grey-Haired Population Consumption: the Tidal Wave of 'Grey' Abolishing Preconceptions The USA: Pioneers in Marketing to the Over 50s The Wrong Approach: How to Alienate the Over 50s The Keys to Success: How to Win Over the Over 50s Conclusion Appendix

Author Biography:
JEAN-PAUL TRAeGUER is Chief Executive Officer and Founder of Senioragency, the first international marketing network dedicated to Baby-Boomers & 50+, established in France, UK, Japan, Belgium, Netherlands, Scandanavia and Luxembourg. He is also the CEO and founder of www.seniorplanet.fr, one of the leading European portals dedicated to the 50+ generations. Jean-Paul Treguer is one of the first marketing and advertising experts to have created a specialised international team in generational marketing in order to advise big global and local brands to approach efficiently the high potential market of mature customers. He is a well known international guest speaker who gives lecturers and seminars worldwide on this topic.