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Marketing Strategies for the Mature Market Now that we're halfway through the first decade of the twenty-first century and, in only a year, the first baby boomers will be turning sixty, buzz about a mature market boom is taking hold. Consultants, strategists, researchers, and business leaders are all telling us how essential it is to commercial interests that they reach the 40-and-50+ market. Fortunes are being spent developing strategies to just this end. Some long-sighted experts, however, have been singing this tune for years, and George P. Moschis got in early with his tome, Marketing Strategies for the Mature Market. As useful and applicable as when it was first published, Marketing Strategies remains a big seller and has been cited in other works since, including Ronald D. Michman's Specialty Retailers – Marketing Triumphs and Blunders and numerous academic studies. It remains one of the most complete sources of information and data on marketing to the mature segment of America's population. Moschis develops his topic with admirable skill and attention to detail. First summarizing existing knowledge of the mature market, he goes on to present groundbreaking evidence from what was, at the time of the book's publication, a new study, and has since become the basis of extensive theory on mature marketing strategy. His broad canvas gives an excellent understanding of mature consumers' behavior patterns and allows a solid set of marketing principles to be grounded in a sizeable store of facts. The overall result is a formidably constructed argument well able to withstand mathematical and theoretical interrogation. It's thus an indispensable reference not only for dynamic marketers in search of "state-of-the-art" information, but also statistics-oriented advanced undergraduates, graduate students, faculty and researchers, and even mathematicians interested in the applications of group theory. If your organization is engaged in attracting and serving the mature market, look no further than this volume for all the basics. Providing recommendations for action, within the strategic framework with which marketers will be familiar, the book organizes information as it is likely to apply to specific stages in the strategic marketing process. As a sophisticated tool for handling the challenges presented by today's mature market, Moschis's study stands out still. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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