SilverComm marketing practices and messages for the age of aging
The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical...
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| Format: | Buch |
| Sprache: | English |
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Lanham ; Boulder ; New York ; London
Rowman & Littlefield
[2023]
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| 020 | |a 9781538175149 |c pbk. |9 978-1-5381-7514-9 | ||
| 035 | |a (OCoLC)1385289282 | ||
| 035 | |a (DE-599)BVBBV048917099 | ||
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| 100 | 1 | |a Cooper-Chen, Anne |e Verfasser |0 (DE-588)173204538 |4 aut | |
| 245 | 1 | 0 | |a SilverComm |b marketing practices and messages for the age of aging |c Anne M. Cooper and Young Joon Lim |
| 264 | 1 | |a Lanham ; Boulder ; New York ; London |b Rowman & Littlefield |c [2023] | |
| 264 | 4 | |c © 2023 | |
| 300 | |a xiii, 165 Seiten |b Illustrationen | ||
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| 338 | |b nc |2 rdacarrier | ||
| 505 | 8 | |a Intro -- Contents -- Preface -- Definitions -- Acknowledgments -- 1: The Age of Aging -- I: Working in SilverComm -- 2: Professional Paths -- 3: Practitioners' COVID Year -- II: Advertising -- 4: Seniors' Portrayals in Mainstream Media Advertising -- 5: Medical Advertising's Elder Appeals, Then and Now -- III: Public Relations and Marketing -- 6: Creating Effective Senior-Market Messages -- 7: United States, Land of Retiree Options -- IV: Current Issues -- 8: Gender, Race and Sexual Orientation -- 9: What's Ahead? -- Appendix A -- Appendix B -- Appendix C -- Works Cited -- Index | |
| 520 | |a The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical exercises to supplement any strategic comm course | ||
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| 700 | 1 | |a Lim, Young Joon |e Verfasser |0 (DE-588)1290162522 |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-034181211 | ||
Datensatz im Suchindex
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| author | Cooper-Chen, Anne Lim, Young Joon |
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| building | Verbundindex |
| bvnumber | BV048917099 |
| contents | Intro -- Contents -- Preface -- Definitions -- Acknowledgments -- 1: The Age of Aging -- I: Working in SilverComm -- 2: Professional Paths -- 3: Practitioners' COVID Year -- II: Advertising -- 4: Seniors' Portrayals in Mainstream Media Advertising -- 5: Medical Advertising's Elder Appeals, Then and Now -- III: Public Relations and Marketing -- 6: Creating Effective Senior-Market Messages -- 7: United States, Land of Retiree Options -- IV: Current Issues -- 8: Gender, Race and Sexual Orientation -- 9: What's Ahead? -- Appendix A -- Appendix B -- Appendix C -- Works Cited -- Index |
| ctrlnum | (OCoLC)1385289282 (DE-599)BVBBV048917099 |
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| id | DE-604.BV048917099 |
| illustrated | Illustrated |
| index_date | 2024-07-03T21:54:57Z |
| indexdate | 2024-07-10T09:49:46Z |
| institution | BVB |
| isbn | 9781538175149 |
| language | English |
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| physical | xiii, 165 Seiten Illustrationen |
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| spelling | Cooper-Chen, Anne Verfasser (DE-588)173204538 aut SilverComm marketing practices and messages for the age of aging Anne M. Cooper and Young Joon Lim Lanham ; Boulder ; New York ; London Rowman & Littlefield [2023] © 2023 xiii, 165 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Intro -- Contents -- Preface -- Definitions -- Acknowledgments -- 1: The Age of Aging -- I: Working in SilverComm -- 2: Professional Paths -- 3: Practitioners' COVID Year -- II: Advertising -- 4: Seniors' Portrayals in Mainstream Media Advertising -- 5: Medical Advertising's Elder Appeals, Then and Now -- III: Public Relations and Marketing -- 6: Creating Effective Senior-Market Messages -- 7: United States, Land of Retiree Options -- IV: Current Issues -- 8: Gender, Race and Sexual Orientation -- 9: What's Ahead? -- Appendix A -- Appendix B -- Appendix C -- Works Cited -- Index The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical exercises to supplement any strategic comm course Marktforschung (DE-588)4037630-8 gnd rswk-swf Alter (DE-588)4001446-0 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Alter (DE-588)4001446-0 s DE-604 Lim, Young Joon Verfasser (DE-588)1290162522 aut Äquivalent Druck-Ausgabe, Hardcover 9781538175132 Erscheint auch als Online-Ausgabe 9781538175156 |
| spellingShingle | Cooper-Chen, Anne Lim, Young Joon SilverComm marketing practices and messages for the age of aging Intro -- Contents -- Preface -- Definitions -- Acknowledgments -- 1: The Age of Aging -- I: Working in SilverComm -- 2: Professional Paths -- 3: Practitioners' COVID Year -- II: Advertising -- 4: Seniors' Portrayals in Mainstream Media Advertising -- 5: Medical Advertising's Elder Appeals, Then and Now -- III: Public Relations and Marketing -- 6: Creating Effective Senior-Market Messages -- 7: United States, Land of Retiree Options -- IV: Current Issues -- 8: Gender, Race and Sexual Orientation -- 9: What's Ahead? -- Appendix A -- Appendix B -- Appendix C -- Works Cited -- Index Marktforschung (DE-588)4037630-8 gnd Alter (DE-588)4001446-0 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4001446-0 |
| title | SilverComm marketing practices and messages for the age of aging |
| title_auth | SilverComm marketing practices and messages for the age of aging |
| title_exact_search | SilverComm marketing practices and messages for the age of aging |
| title_exact_search_txtP | SilverComm marketing practices and messages for the age of aging |
| title_full | SilverComm marketing practices and messages for the age of aging Anne M. Cooper and Young Joon Lim |
| title_fullStr | SilverComm marketing practices and messages for the age of aging Anne M. Cooper and Young Joon Lim |
| title_full_unstemmed | SilverComm marketing practices and messages for the age of aging Anne M. Cooper and Young Joon Lim |
| title_short | SilverComm |
| title_sort | silvercomm marketing practices and messages for the age of aging |
| title_sub | marketing practices and messages for the age of aging |
| topic | Marktforschung (DE-588)4037630-8 gnd Alter (DE-588)4001446-0 gnd |
| topic_facet | Marktforschung Alter |
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