TY  - BOOK
AU  - Wolfe,David B.
AU  - Snyder,Robert E.
TI  - Ageless marketing: strategies for reaching the hearts & minds of the new customer majority 
SN  - 0793177553
AV  - HF5415.32 .W65 2003
U1  - 658.8348 21
PY  - 2003///]
CY  - Chicago, IL
PB  - Dearborn Trade Publishing
KW  - Older consumers
KW  - Marketing
N1  - Includes bibliographical references and index; Pt. 1; An Era of New Rules --; 1; Why Marketing Stopped Working: Doing Less with More --; 2; Statistics Don't Buy --; 3; Second Half Customers Seen Through a New Consciousness --; Pt. 2; The Nature of Customers --; 4; Nature Versus Nurture: A Marketer's Perspective --; 5; The New S Word in Marketing --; 6; The Biological Roots of Customers' Needs and Behavior --; 7; Seasons of a Customer's Life --; Interlude --; Pt. 3; The Psychology of Customer Behavior --; 8; Value Portraits: A Matter of Values for the Fall and Winter Seasons of Life --; 9; Value Portraits: A New Approach toward Appealing to Individuals in the Fall and Winter Seasons --; Pt. 4; Connecting with Reality --; 10; Life Satisfaction: The Missing Focus in Marketing --; 11; Family Connections and Complexities --; 12; The Three Lifestyle Stages of Adult Life --; Pt. 5; Preparing Landing Sites for Marketing Messages --; 13; Symbols: When a Rose Is Not a Rose --; 14; Building Empathetic Bridges --; 15; The Truly Ageless Market
N2  - "In Ageless Marketing, authors David B. Wolfe and Robert E. Snyder document the results of a groundbreaking research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that distinguish the New Customer Majority. As more companies seek sales from multiple age groups, "ageless marketing" becomes critical to financial performance Companies that master its subtleties have realized amazing profits. New Balance for example, saw an annual rate of 25 percent or more over the past five years with its ageless marketing themes, even when while the athletic shoe industry had shown no growth since 1997." "Ageless Marketing introduces a new research approach in profiling this lucrative market. Companies that want to tap into this important segment will get insights into the characteristic values and motivations that trigger the New Customer Majority's spending choices Wolfe and Snyder describe the challenges in marketing to this group, the stages and differences in their life experiences, and the ways to make meaningful marketing overtures." "Above all, readers will see how "empathetic connections" drive many buying decisions for this market, why traditional ploys simply will not work, and how to create marketing campaigns that yield continuing customer satisfaction and brand loyalty."--BOOK JACKET
ER  -