This book coaches marketing practitioners and students how to best satisfy the needs of the older consumer population. It first highlights the heterogeneity of

Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and servic

The Aging Consumer: Perspectives from Psychology and Marketing, 2nd edition takes stock of what is known around age and consumer behavior, identifies gaps and o

The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societi