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Boomer Marketing: Selling to a Recession Resistant Market
Paperback
ISBN13: 9780415489638
Publisher: Routledge
Published: Jul 1 2009
Pages: 278
Weight: 0.97
Height: 0.60 Width: 6.00 Depth: 9.10
Language: English
Boomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.
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