Edgar Keehnen - Grey ocean strategy

Ondertitel: agewise marketing for the mature consumer

Taal: Engels

Aantal pagina's: 352

We are faced by a demographic earthquake called aging. The enormous increase in market potential caused by this force driving change requires all companies to reconsider their current strategies. Aging leads to the new market majority: mature consumers with needs that are either different to those of younger people, or similar but that are converted into wants in a different way. How do we develop successful strategies to exploit the opportunities of aging as a key force driving change?We use the psychology of aging as the foundation of a Grey Ocean Strategy. We will describe the major emotional and cognitive changes that occur as we grow older, which lead us to the Seven Soft Spots of Aging. Insights from scientific studies regarding aging will be synthesized and applied to real life to create, spread, and realize the right value proposition for the mature consumer. We need to understand the consumer decision process in later life...