ENGLISH

SilverComm: Marketing Practices and Messages for the Age of Aging

By Anne M. Cooper; Young Joon Lim

Book information

Publisher
Rowman & Littlefield Publishers
Year
2023
ISBN
9781538175156
ASIN
B0BV5QNSKZ
Language
english
Format
EPUB
Filesize
2 MB (1855224 bytes)
Pages
\0
Time added
2023-08-04 14:14:58
Business; Language Arts; Sociology; Nonfiction; BU

Description

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market! It is imperative that the strategic communication professions take note of this oncoming silver tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practitioners. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.

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