- Hardcover: 384 pages
- Publisher: Kaplan Business (November 1, 2003)
- Language: English
- ISBN-10: 0793177553
- ISBN-13: 978-0793177554
- Product Dimensions: 6 x 0.8 x 9 inches
- Shipping Weight: 1.4 pounds
- Average Customer Review: 4.7 out of 5 stars See all reviews (21 customer reviews)
- Amazon Best Sellers Rank: #1,412,896 in Books (See Top 100 in Books)
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Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority
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Top Customer Reviews
I've been in marketing and advertising for 20 years --- I've worked with some of the most sophisticated brands --- I know what makes a sound business proposition, and I've seen companies desperate to find a way to build their sales and profitability. And yet I've never heard a business exec say, "You know - we really should be taking a look at the mature market."
Instead, what I HAVE witnessed is an obstinate blindness about what is clearly THE market opportunity of the next two decades. With baffling consistency, the marketing press is full of companies trumpeting their initiatives to capture the youth market. Brands well-established in the high-quality, high-income, mature market segment fervently re-invent themselves to appeal to more youthful consumers.
Mercedes, for example - a brand which virtually owned the "I've been working for 20 years and I've earned it" upper end of the auto market - has been diluting their valuable brand equity by introducing little mini-Mercedes cheap enough for young people to afford. Toyota - with executives wringing their hands over the fact that the average age of their buyer base is 46 - gallops off to build the Scion, intended to be sort of a college dorm room on wheels. (Ironically, they've found the Scion average buyers are well into their mid-30s.)
Every single week Ad Age and Brandweek have some article bemoaning TV's declining ability to reach the "highly coveted demographic of men 18-34." Who covets this audience? Beer and pizza makers, perhaps - other than that, and maybe motorcycles - in what categories are they the primary buyers? And advertising agencies stubbornly continue to limit the upper end of their media segmentation to 54 years old ("Women, 25-54").Read more ›
Occasionally, someone comes up with an original insight that revolutionizes marketing communications. The brand positioning idea, spawned by Jack Trout and Al Ries in 1972, illustrates such a bellwether paradigm shift.
Ageless Marketing is a paradigm shift, not just for one scintillating idea, but also for dozens of conceptual breakthroughs that will influence the nature of 21st century marketing communications.
David Wolfe shatters the youth-centric foundation of contemporary marketing communications by pointing to unassailable demographic facts: people 40 and older now outnumber 18- to 39-year-olds by 123 million to 85 million; by 2010, the margin will become 138 million to 87 million.
Survival for many products and services depends on their custodians successfully embracing, as Wolfe calls it, the New Customer Majority. Ignore this clarion call and risk extinction. As the author decrees: "The sweet spot for the next decade will be 45- to 64-year olds."
Wolfe then introduces and richly illustrates new ways of selling successfully to an aging population. Positing fresh insights drawn from human biology, motivational psychology and neuroscience, he deftly obliterates outdated, product-centric beliefs that govern marketing hegemony today.Read more ›
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.
Most Recent Customer Reviews
A book that I keep referring to. Very well written. My only criticism, I would have liked to have seen more real world cases or examples.Published on October 12, 2009 by Nico
I have recently read quite a few books on marketing to the "new senior" market. This is the best. It is centered on good marketing and business principles and provides factual... Read morePublished on November 27, 2006 by Louise A. Cook
I've read more business and marketing books than I care to remember, but this frog kissing process is necessary to discover those few books that deserve to be studied. Read morePublished on June 13, 2005 by Richard J. Frazier
Here's a book that offers a profound new vision of persons in mid-life and the years beyond, one that explore the complexity of the population they've labeled, "second-half... Read morePublished on June 14, 2004 by Connie Goldman
As people age, their buying preferences, priorities and behaviors change dramtically. Ageless Marketing is the only book that addresses this phenomenon -- and brilliantly. Read morePublished on June 4, 2004 by Sharon Whiteley, CEO ThirdAge
There are a lot of people who know a lot of things about aging in America, and its impact on Marketing.
Mr. Read more
He has done it again. David Wolfe with Robert Snyder has expanded and redefined the new paradigm for serving and marketing to mature consumers. Read morePublished on May 21, 2004 by Stephen Wright
Although the market place has evolved in the years since Proctor & Gamble coined the term `Marketing' and brought it to our consciousness, marketing practice hasn't. Read morePublished on May 11, 2004 by Anthony R. Edwards