Ageless Marketing : Strategies for Reaching the Hearts and Minds of the New Customer Majority
Author: David B. Wolfe, Robert Snyder
List Price: $25.00
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ISBN: 0793177553
Publisher: Dearborn Trade Publishing (01 November, 2003)
Sales Rank: 13,127
Average Customer Rating: 4.44 out of 5
Customer Reviews
Rating: 4 out of 5
A Good Read!
As American markets have evolved, so has the consumer. The aging American consumer (40 and over), now the New Customer Majority, makes purchasing decisions based on values, a shift that traditional marketing has failed to accommodate. The result is consumer dissatisfaction, diminished brand loyalty and expensive, ineffective advertising. Authors David B. Wolfe and Robert E. Snyder argue that marketers should acknowledge the new demographics and use techniques from brain research, developmental psychology, sociology and demographics to reach aging consumers. While the authors selectively cite data and successful marketing campaigns, they also offer a sound narrative and a refreshing, common sense point of view. On the downside, they use extensive marketing jargon, perhaps because they are ad consultants promoting their expertise. Citing attitudinal studies and new behavioral and brain chemistry research, they explain that marketers must account for their consumers' "season of life" to develop effective campaigns. We recommend this book to corporate marketing, investor relations, human resources, customer service and product development departments. It might even bridge the generation gap.
Rating: 5 out of 5
Wolfe's got it!
What a revelation to finally find a book where the author has "got it!" For everyone in marketing this is a must-read. Wolfe lays out clearly why and how our old thinking about marketing must go--and be replaced by a new and "ageless" paradigm. In what Wolfe describes as the New Customer Majority, he goes on to explain how our old ways of looking at the coveted "under 40 crowd," must give way to a new holistic way of looking at customers. He shows how much of today's marketing is due to "generational perception gaps" created by those selling (young) and those buying (mature) that create disconnects among the buyers. The book can truly help young marketers learn how to sell to olders as much as it punctures the myths of the advertising and marketing youth movement in general.
He also punctures the myths of these targeted demographics, the vaunted "18-34s" and "25-54s," etc., that so many of us in media and marketing are comfortable with. Just what exactly is an "18-49," for example? What do the two sides of this group share in common? In my house, it would be me and my daughter, both of whom share my American Express card! I can easily see what Wolfe is talking about and how he is on to something!
Even if you aren't involved in advertising or television, this book truly puts it all on the table. It shows us how we have all been led down a primrose path to marketing oblivion and gives us ways to recover from our ubiquitous age-aholism.
Rating: 5 out of 5
"Ageless Marketing" completes the puzzle.
Reviewer:President Society of Certified Senior Advisors.
The new research provided in Ageless Marketing is extremely convincing that buying behaviors of those 40 and older have not only changed in the past decades but gives a clear understanding into the bilogical roots which are the key to customer behavior. I liked the Four Seasons of Life section which helpled clarify the aging process and how this proves we need to change our marketing communications. Examples are given in the book about companies that have successfully employed the ageless marketing strategy and those that did not paid the price. My favorite part of the book deals with the necessity of the customer having a landing site in the brain to receive the marketers message, this section continues with "FIVE BRAIN FACTS TO KEEP IN MIND WHEN CREATING MARKETING MESSAGES". Wolfe and Snyder have completed the ageless marketing puzzle. Similar Products
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Book Index