Marketing is changing - marketing is becoming
Age Neutral. This book rewrites the rules of
the 50-Plus Market.
First published at the end of 2005, The 50-Plus Market is in its third re-print.
Strategy+Business (Booz Allen Hamilton) voted it one of the best business books of 2006. It is Europe's most authoritative book about 50-plus marketing.
Simon Thompson, who was the Marketing Director of Honda (UK) said
"There is no such thing as age, the World can only be segmented based on behaviour; that is assuming you believe segmentation is still possible. The future of Marketing is based on even handed, intelligent, inclusive strategies. Read this book in detail and take the risk. Do as it recommends."
Michael Harvey, Consumer Planning Director, Diageo Company said
"Presidents please note - your current marketers are about to make the same mistake as their predecessors, ignoring the 50+ consumer until they're one themselves and retired. But there is a solution - give them this book to read immediately."
Full details of the book, including a sample chapter, are available on the book's web site.
