Understanding the Older Consumer

The Grey Market

By:

Barrie Gunter

Format:

Paperback / softback

Series:

International Series in Social Psychology

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Description

This volume presents an examination of the demographic, behavioural and psychological profiles of older consumers. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred.

Author Biography:

Barrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues.

Release date Australia

September 3rd, 1998

Author

Barrie Gunter

Audiences

General (US: Trade)
Tertiary Education (US: College)

Illustrations

20 Tables, black and white

Pages

188

Series

International Series in Social Psychology

Dimensions

156x234x10

ISBN-13

9780415186445

Product ID

1679312

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