Title:	The Silver Market Phenomenon
Authors:	Florian Kohlbacher Cornelius Herstatt
Keywords:	Marketing and Innovation in the Aging Society
Issue Date:	2011
Publisher:	Springer
Description:	This book is structured into three parts. In the first section, Part I (Innovation, Design and Product Development for the Silver Market) authors present their concepts and processes for successfully approaching the silver market, leading to innovative solutions in the form of new products and services that better fulfill the specific needs and desires of this target market. The authors clearly demonstrate that an important element of these approaches is to carefully assess the needs of older consumers and empathize with them, to ensure adequate and early integration of representatives of this market (customers and users) into product and service development, and to design solutions that truly correspond to their needs and desires. Part II (Marketing for the Silver Market) of this book addresses marketingrelated issues in connection with serving the silver market. Authors in this section look at pricing, distribution, and promoting and positioning issues, as well as segmentation approaches corresponding to silver markets. They discuss the applicability of classical marketing-mix-related activities in combination with silver markets, and present innovative approaches in employing these within this specific context. The final section of the book, Part III (Industry Challenges and Solutions) presents a series of concrete examples or solutions (innovative products and services for the silver market) from various industries and countries.
URI:	http://10.6.20.12:80/handle/123456789/50955
ISBN:	978-3-642-14338-0
Appears in Collections:	Population Studies

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