Catalogue


50+ marketing : marketing, communicating, and selling to the over 50s generations /
Jean-Paul Tréguer.
imprint
Houndmills, Basingstoke ; New York : Palgrave, 2002.
description
xx, 172 p. : ill. ; 24 cm.
ISBN
0333984129 (hardbook. : alk. paper)
format(s)
Book
Holdings
More Details
imprint
Houndmills, Basingstoke ; New York : Palgrave, 2002.
isbn
0333984129 (hardbook. : alk. paper)
catalogue key
5054217
 
Includes bibliographical references and index.
A Look Inside
About the Author
Author Affiliation
Jean-Paul Treguer is Chief Executive Officer and Founder of Senioragency
Full Text Reviews
Appeared in Choice on 2002-12-01:
Treguer (founder and CEO of Senioragency, an international marketing network dedicated to serving the needs of those aged 50-plus) builds a compelling case for targeting older consumers. Echoing the sentiments of Ken Dychtwald, author of Age Wave (1989), he provides a multitude of statistics and sample advertisements to underscore his key point. Seniors are indeed a major opportunity, often overlooked by the marketing community, partly because the industry is dominated by youth. The international flavor of Treguer's examples further fuels his argument that this challenge is apparently universal. He uses a two-pronged approach, refuting common myths associated with aging (e.g., ill health, resistance to novelty), while at the same time offering substantial evidence of past success with this large segment. Written in a light, highly readable style, 50+ Marketing may easily be completed in a single sitting. It is well suited for upper-division undergraduates, graduate students, researchers, faculty, and practitioners. S. D. Clark St. John's University (NY)
Reviews
Review Quotes
"Written in a light, highly readable style...it is well suited for upper-division undergraduates...and practitioners."--Choice, S.D. Clark "50+ Marketing adds a totally new dimension to market segmentation. Jean-Paul TrÉguer 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 TrÉguer 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, NestlÉ 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 TrÉguer 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 TrÉguer thanks to our Varilux lenses. He proves that marketing is not just for young people. However, the greatest interest of M. TrÉguer'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 a light, highly readable style...it is well suited for upper-division undergraduates...and practitioners."--Choice, S.D. Clark "50+ Marketing adds a totally new dimension to market segmentation. Jean-Paul Tr guer 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 Tr guer 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, Nestl 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 Tr guer 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 Tr guer thanks to our Varilux lenses. He proves that marketing is not just for young people. However, the greatest interest of M. Tr guer'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)
This item was reviewed in:
Choice, December 2002
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Summaries
Description for Bookstore
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, yet much advertising, promotion and marketing is still targeted primarily at younger age groups. In a unique and compelling book the author, a pioneer in this area, shows that this is an essential market for companies and how they can focus their marketing for maximum benefit.
Table of Contents
List of figures and tablesp. vii
About the authorp. ix
Forewordp. xi
Prefacep. xiv
Acknowledgementsp. xx
An incredible marketing blindspotp. 1
A panicky fear of deathp. 3
The loss of status of the elderlyp. 3
The dictatorship of youth, beauty and activityp. 4
Mistaken identityp. 5
Advertising and marketing: the youth tribep. 6
The age of the captainsp. 7
The fear of giving an 'oldie' image to one's businessp. 8
Unavoidable generational marketingp. 10
The three dimensions of age: biological, psychological and socialp. 11
Pre-eminence of age over all other segmentation criteriap. 12
Enrich the age through generationp. 17
Key concept of the generation cohortp. 18
The importance of generation markersp. 21
A silver-haired populationp. 23
Ageing--an inescapable wavep. 23
Segmentation of the over 50s marketp. 30
And this is only the beginning!p. 48
Consumption--the 50+ boomp. 51
Their financial resourcesp. 51
Are all over 50s rich?p. 56
Their consumptionp. 56
Their strength in various marketsp. 62
Abolishing preconceptionsp. 79
First preconception--the over 50s feel oldp. 82
Second preconception--they are physically and socially inactivep. 84
Third preconception--their health is badp. 88
Fourth preconception--they are resistant to noveltyp. 94
The USA--pioneers in marketing to the over 50sp. 100
An awareness of agep. 100
American Association of Retired Persons--the world's strongest lobbyp. 101
Modern Maturity's role in promoting marketing to 50+p. 108
The wrong approach--how to alienate the over 50sp. 109
Confining them to the ghetto of age and its problemsp. 110
Showing them as soured, spiteful, ridiculous or physically dependentp. 111
Portraying them crudelyp. 113
Presenting them as what they are notp. 114
The keys to success--how to win over the over 50sp. 116
Marketing specific needs and standard needsp. 116
From offer to success--the required routesp. 130
Changes in the key senses: sight, hearing, touch, and their implications for marketingp. 138
Advertising--the recipes that workp. 145
Conclusionp. 163
The 15 opulent yearsp. 163
Emergence of the 'sandwich generation'p. 164
The young person--a 'disappearing species'p. 166
A final wordp. 167
Indexp. 168
Table of Contents provided by Syndetics. All Rights Reserved.

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