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Boomer Marketing: Selling to a Recession Resistant Market (Hardcover) (ISBN-13: 9780415489621)
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Ian Chaston
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Books
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Description
xBoomer Marketing is the first book to address the current global recession and its effects on firms' marketing strategies. Chaston argues that firms need to revise their strategies to focus on baby boomers (consumers in the 50+ age bracket), who are the wealthiest, fastest growing consumer group in the world.
Author: Ian Chaston
ISBN-10: 0415489628
ISBN-13: 9780415489621
Publisher: Routledge
Language: English
Published: 06/01/2009
Pages: 278
Format: Hardcover
Weight: 1.25lbs
Size: 9.21h x 6.14w x 0.69d
By Ian Chaston
xIan Chaston is Managing Director of Plymouth University's spin off company and a Research Professor at Centrum Catolica, Peru. He has a wealth of international experience in marketing and has authored 12 books and over 100 journal articles.
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