The Silver Market Phenomenon: Marketing and Innovation in by Florian Kohlbacher,Cornelius Herstatt PDF

By Florian Kohlbacher,Cornelius Herstatt

ISBN-10: 3642143377

ISBN-13: 9783642143373

ISBN-10: 3642446043

ISBN-13: 9783642446047

the present shift in demographics – getting older and shrinking populations – in lots of nations world wide provides a huge problem to businesses and societies alike. One quite crucial implication is the emergence and relentless development of the so-called “graying marketplace” or “silver market”, the marketplace section roughly generally outlined as these humans elderly 50 and older. expanding in quantity and percentage of the whole inhabitants whereas while being particularly well-off, this industry section might be obvious as very appealing and promising, even supposing nonetheless very underdeveloped when it comes to product and repair choices. This e-book deals a radical and updated research of the demanding situations and possibilities in leveraging innovation, expertise, product improvement and advertising and marketing for older shoppers and staff. Key classes are drawn from numerous industries and international locations, together with the lead industry Japan.

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The Silver Market Phenomenon: Marketing and Innovation in the Aging Society by Florian Kohlbacher,Cornelius Herstatt


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