The Silver Market Phenomenon

The Silver Market Phenomenon

Marketing and Innovation in the Aging Society

by Florian Kohlbacher and Cornelius Herstatt

Paperback / softback Publication Date: 29/09/2014

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The current shift in demographics - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called "graying market" or "silver market", the market segment more or less broadly defined as those people aged 50 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.
ISBN:
9783642446047
9783642446047
Category:
Customer services
Format:
Paperback / softback
Publication Date:
29-09-2014
Publisher:
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Country of origin:
Germany
Edition:
2nd Edition
Pages:
465
Dimensions (mm):
235x155x26mm
Weight:
0.76kg

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