Description
* Contains original research conducted by OMD into the relationship between age and consumer behavior
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This guide for marketing professionals encourages them to adapt to changing demographics and target their messages to the over-50 consumer. Drawing upon findings from OMD's international UFO (Understanding Fifties and Over) study, marketing strategy consultant Stroud explains how the principles of age-neutral marketing can help companies to capture some of the vast expenditure generated by this quickly growing age group--without alienating younger consumers. Included in the appendix are a website age-friendliness audit and some questions for testing a company's age-neutrality. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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