The Silver Market Phenomenon

Florian Kohlbacher, German Institute for Japanese Studies, Tokyo, Japan; Cornelius Herstatt, Technische Universit├Ąt Hamburg-Harburg, Hamburg, Germany (Eds.)

The Silver Market Phenomenon



Business Opportunities in an Era of Demographic Change
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 "silver market", the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.

Contents: Looking at the Bright Side of Things.- From A look beyond.- The Silver Market Phenomenon. The Demographic Shift: Challenges, Chances, Perspectives: Demographic Change and Economic Growth.- Political Implications.- Social Implications. Innovation, Design and Product Development for the Silver Market: User Integration.- Design in an Aging Society.- Service Innovation. Marketing for the Silver Market: Current Best-Agers Strategies of Retail Industry.- Silver Pricing.- Consumer Behavior.- Advertising for the Silver Market. Industry Challenges and Solutions: The Business of Aging.- The Silver Market in Germany.- Silver Market Phenomenon in India.- Silver Markets and Business Customers.- Automotive Industry.- The Golden Opportunity of Silver Marketing.- Institutional Reforms of Medicine and Medical Information Systems in Japan.- The End of Mass Media.- Care.- Senior Educational Programs for Compensating Future Student Decline in German Universities. Wrap-Up and Outlook: Lessons Learned and the Challenges and Opportunities Ahead.

| 2008. Approx. 400 p. Hardcover|
ISBN: 978-3-540-75330-8