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Mature Money: Marketing Financial Services to the Booming Maturity Market (Irwin/Iafp Series in Financial Planning)
Joan M. Gruber
Hardcover. Irwin Professional Pub 1996-09.
ISBN 9780786309719
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Förlagets beskrivning
Financial services professionals are awakening to the fact that people are rountinely living 35 years past the usual retirement age of 65 and facing a new array of financial challenges. This book discusses the need for specialized marketing programs to attract this booming segment of the population, meet their special needs, and retain them as clients. It considers how aging affects marketing and sales given common physiological and psychological changes, as well as changes in values. Mature Money covers such topics as: Successful product and service design; Marketing messages and techniques for attracting the mature market and eveloping successful customer relationships; Pratical management tips for enhancing relationships with clients; The issues facing children of the elderly who become advisors to their parents; The impact of aging upon baby boomers
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Mature Money: Marketing Financial Services to the Booming Maturity Market
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