The Silver Market Phenomenon: Marketing and Innovation in the Aging Society

by Florian Kohlbacher, Cornelius Herstatt, Cornelius Herstatt Florian Kohlbacher

The current shift in demographics - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called "graying market" or "silver market", the market segment more or less broadly defined as those people aged 50 and older. Increasing in number and share of the total population while at the same...

• Format: Hardcover
• Language: English
• ISBN: 3642143377
• ISBN13: 9783642143373
• Release Date: October 2010
• Publisher: Springer
• Length: 465 Pages
• Weight: 1.80 lbs.
• Dimensions: 1.2" x 6.2" x 9.1"