We could have known better-Consumer-oriented marketing in Germany's ageing market

Frank Leyhausen; Alexander Vossen

doi:10.1007/978-3-642-15594-9_15

We could have known better-Consumer-oriented marketing in Germany's ageing market

Frank Leyhausen, Alexander Vossen

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

5 Citations (Scopus)

Abstract

On the basis of Germany's ageing population, companies are increasing their focus on the growing mature population group (roughly, 50+), which has significant purchase potential as well as modern values. However, the majority of elderly consumers believe that the economy does not cater sufficiently to their specific needs. Tomorrow's successful products and services must have user friendliness and likeability as core properties. This target group must be addressed in appropriate ways, which calls for companies to synchronise product development and communication activities.

Original language	English
Title of host publication	From Grey to Silver
Subtitle of host publication	Managing the Demographic Change Successfully
Publisher	Springer Berlin Heidelberg
Pages	175-184
Number of pages	10
ISBN (Print)	9783642155932
DOIs	https://doi.org/10.1007/978-3-642-15594-9_15
Publication status	Published - 2011
Externally published	Yes

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10.1007/978-3-642-15594-9_15

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abstract = "On the basis of Germany's ageing population, companies are increasing their focus on the growing mature population group (roughly, 50+), which has significant purchase potential as well as modern values. However, the majority of elderly consumers believe that the economy does not cater sufficiently to their specific needs. Tomorrow's successful products and services must have user friendliness and likeability as core properties. This target group must be addressed in appropriate ways, which calls for companies to synchronise product development and communication activities.",

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We could have known better-Consumer-oriented marketing in Germany's ageing market

Abstract

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