University of Hertfordshire Research Archive

        JavaScript is disabled for your browser. Some features of this site may not work without it.

        Browse

        All of UHRABy Issue DateAuthorsTitlesThis CollectionBy Issue DateAuthorsTitles

        Arkivum Files

        My Downloads
        View Item 
        • UHRA Home
        • University of Hertfordshire
        • Research publications
        • View Item
        • UHRA Home
        • University of Hertfordshire
        • Research publications
        • View Item

        Can marketing practice keep up with Europe's ageing population?

        Author
        Thompson, Nicholas J.
        Thompson, Keith E.
        Attention
        2299/11069
        Abstract
        Purpose - The purpose of this paper is to draw the attention of managers and academics to the extent of demographic changes now occurring in the European Union, specifically the ongoing change from a young consumer base to one in which most adult consumers are aged over 50. It seeks to explain the nature of the challenge and highlight the need for further research. Design/methodology/approach - Both academic and practitioner sources are synthesised in order to identify and describe the issues, and explore the actions that could be taken to adapt to and profit from the changing demographic environment. Findings - Current marketing practice evolved against the background of the post-war baby boom, a demographic aberration which resulted in an exceptional era during which consumer markets were dominated by youth, and marketing practice by advertising and other promotional activity. The paper also argues that the subsequent ageing of the consumer base will require businesses to place more emphasis on the customer-centric model of marketing generally espoused by management scientists. Practical implications - The paper identifies a major shift in the demographic base of consumer markets, outlines the implications for marketing practice and proposes ways in which businesses can adapt. Originality/value - The overwhelming majority of discussion on, and research into, the phenomenon of population ageing and its impact on markets originates from the USA, despite the fact that Europe faces a far greater challenge. The paper alerts both academics and practitioners to the nature and scale of the demographic change occurring in the European Union, discusses appropriate corporate responses and calls for further research into the neglected area of older consumers.
        Publication date
        2009
        Published in
        European Journal of Marketing
        Published version
        https://doi.org/10.1108/03090560910989885
        Other links
        http://hdl.handle.net/2299/11069
        Relations
        Hertfordshire Business School
        Metadata
        Show full item record
        Keep in touch

        © 2018 University of Hertfordshire

        I want to...

        • Apply for a course
        • Download a Prospectus
        • Find a job at the University
        • Make a complaint
        • Contact the Press Office

        Go to...

        • Accommodation booking
        • Your student record
        • Bayfordbury
        • KASPAR
        • UH Arts

        The small print

        • Terms of use
        • Privacy and cookies
        • Criminal Finances Act 2017
        • Modern Slavery Act 2015
        • Sitemap

        Find/Contact us

        • T: +44 (0)1707 284000
        • E: ask@herts.ac.uk
        • Where to find us
        • Parking
        • hr
        • qaa
        • stonewall
        • AMBA
        • ECU Race Charter
        • disability confident
        • AthenaSwan