Marketing to Seniors: Second Edition [Paperback]

Michael C. Walker (Author)

Book Description

ISBN-10: 0759691150 | ISBN-13: 978-0759691155 | Publication Date: September 9, 2004 | Edition: 2

Marketing to Seniors, Second Edition, is designed to take the reader through the typical steps of developing a marketing plan, researching the market and how to advertise and sell to your target market. More than that, this award winning book covers granting credit to senior customers and the associated marketing challenges this presents. Most significant of all, however, the book introduces a concept necessary to a full appreciation of the senior market - that of the extended senior customer. This is necessary for an understanding of the influence and participation of others in some senior purchasing decisions. These include family members, friends, advisors, professionals and other caregivers. While this phenomenon is typically present with older and sometimes less mobile seniors, it is none-the-less a significant factor in the senior market. The introduction of the baby boomer generation to the senior market will profoundly change the dynamics of that market. Be ready to capitalize on this huge opportunity. Marketing to Seniors, Second Edition, can be a valuable resource for most anyone producing, promoting and distributing goods and services to the senior market. The book is written to be a more comfortable, yet to the point, read compared to most textbooks. Marketing to Seniors is also designed to serve as an ongoing reference source for the reader to return to whenever needed. The second edition is 20% larger, containing sections on positioning, branding, differentiation and market segmentation, to name a few. MARKETING TO SENIORS Reviews and Comments "A thorough and practical guide to expanding one's market base and improving sales, Marketing to Seniors is a highly recommended instructional text that will prove to be invaluable for anyone marketing any category of service or type of product directed towards an increasingly aging and expanding customer base." -The Midwest Book Review "Walker emphasizes the concep

Editorial Reviews

About the Author

Michael C. Walker retired from active management in 2002, after serving as Chief Executive of Seniorsfirst (Presbyterian Homes and Services of Genesee Valley, Inc.) for over 24 years. During his tenure operational revenues grew by over 700 per cent. Seniorsfirst is a full service provider of facilities, services and programs to the senior market in the greater Rochester, New York area. These include independent living, assisted living, home delivered services, adult day programs, home healthcare, nursing home care, including transitional, dementia and rehabilitative care, among others. Mr. Walker was responsible for the design and implementation of an innovative program serving seniors in their own homes. The award-winning Club 24 Senior Living at Home¿ program has been replicated across the United States using this unique model. Prior to his most recent employment, Mr. Walker served 15 years for the predecessors of J.P. Morgan Chase Manhattan Bank in upstate New York as Vice President in marketing and finance. During his banking career, he wrote An Introduction to Bank Marketing Research, published by the Bank Marketing Association, Chicago, the first book of its kind in the banking industry. The book was later reprinted in Europe and translated into Spanish. While Mr. Walker has retired from active management, he has not retired from working. He continues to be actively engaged as a marketing and management consultant to organizations and businesses in the senior market. In addition to having served on numerous state and local boards of directors, he has lectured in marketing for twelve years, eight of them at the State University of New York, College at Brockport. His numerous public speaking engagements include recent appearances for the Federal Reserve Bank of New York, and the Association of Fundraising Professionals. Among Mr. Walker's awards and honors are the Business Community Partner Award, 2002-2003 from SUNY Brockport, the Patri

Product Details

• Paperback: 276 pages
• Publisher: AuthorHouse; 2 edition (September 9, 2004)
• Language: English
• ISBN-10: 0759691150
• ISBN-13: 978-0759691155
• Product Dimensions: 9.2 x 5.9 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #599,947 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 5 people found the following review helpful:

1.0 out of 5 stars Basic business, not much else, October 11, 2006

By 

Jeffrey M. Thompson (Las Vegas,NV USA) - See all my reviews
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This review is from: Marketing to Seniors: Second Edition (Paperback)

This book was very disappointing. There is a lot of content about the basics of starting a business, such as business planning and the like. All of this is very vanilla, however. There is a dearth of content that is specific to the senior market. So unless you want Starting a Business 101, skip it. If you are looking for real insight on the senior market, try "Marketing Financial Services to Seniors" by Larry Klein, which is superb (albeit focused on financial products).

4 of 7 people found the following review helpful:

5.0 out of 5 stars A solid, step-by-step, "user friendly", resource, January 5, 2003

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Marketing to Seniors: Second Edition (Paperback)

Marketing To Seniors: Are You Ready To Profit As This Market Soars? by Michael C. Walker (creator of the award-winning Club 24 Senior Living At Home program) is a solid, step-by-step, "user friendly", resource to forming a marketing plan based around and upon a close understanding of, and harmony with, senior citizen purchasing decisions. A thorough and practical guide to expanding one's market base and improving sales, Marketing To Seniors is a highly recommended instructional text that will prove to be invaluable for anyone marketing any category of service or type of product directed towards an increasingly aging and expanding customer base.