We could have known better – Consumer-oriented marketing in Germany’s ageing market

Frank Leyhausen and Alexander Vossen
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Frank Leyhausen: MedCom International
Alexander Vossen: Technology and Innovation Management Group at RWTH Aachen University

A chapter in From Grey to Silver, 2011, pp 175-184 from Springer

Abstract: Abstract On the basis of Germany’s ageing population, companies are increasing their focus on the growing mature population group (roughly, 50+), which has significant purchase potential as well as modern values. However, the majority of elderly consumers believe that the economy does not cater sufficiently to their specific needs. Tomorrow’s successful products and services must have user friendliness and likeability as core properties. This target group must be addressed in appropriate ways, which calls for companies to synchronise product development and communication activities.

Keywords: Mobile Phone; Open Innovation; Successful Differentiation; Mature Woman; Mature People (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-15594-9_15

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DOI: 10.1007/978-3-642-15594-9_15

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