Marketing to Seniors: Second Edition (Paperback)

by Michael C. Walker (Author)
Key Phrases: extended senior customer, senior market, senior customers, Know Yourself, Know Your Customer, Census Bureau (more...)

Editorial Reviews

Product Description
Marketing to Seniors enveils a number of unique aspects of the senior market, including the introduction of the "extended senior customer" to account for the involvement of others in senior purchasing decisions. These include family, friends, advisors and health care professionals, for example.

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: 8.8 x 6 x 0.8 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.com Sales Rank: #797,118 in Books (See Bestsellers in Books)

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 (REAL NAME)

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

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.