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Research papers

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018

Videos

Myths VS facts

While the ageing phenomenon poses challenges to social and economic development, products and services that serve the needs of the senior consumers appear to be underdeveloped, especially in Asia where the speed at which the population is ageing...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Dangjaithawin Anantachai
Company: INTAGE HOLDINGS Inc.
June 15, 2016

Research papers

Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products (German)

In Austria, as in an number of OECD-countries, the system of state-sub sidized provision for old age has, because of demo- graphic development, come in need of adjustment. The public did not become aware of this fact until the early 1980's, when...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Heinz J. Zeilhofer
June 15, 1989

Research papers

Overview

It is no news that more people in the United States are living longer than ever before and that they are relatively more vigorous at chronological ages that used to be considered old. This trend toward longer life combined with the social trends to...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rena Bartos
June 15, 1989

Research papers

The successful aiming of communication at the new generation of retirees (French)

"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gilles de Courtivron
June 15, 1989

Research papers

Maybe Europeans do exist?

The paper based on the premise that there is a growing interest in international qualitative approaches, examines the potential values and dangers in the conduct of pan-European qualitative research. A study conducted by the IRIS (International...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Lucienne Hellebosch, Caroline Lioret
September 1, 1990

Research papers

Baby boomers are changing the face of 50+

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers will definitely make their mark in a different...

Catalogue: ESOMAR Conference On Age 2005
Author: Xenia P. Montenegro
January 30, 2005

Research papers

New ways with old money

In this paper, we look at the contrast between the financial position of the over-50s in Britain, and the position of the younger generation. In spite of almost universal reports of economic recession, and shortage of money to spend on consumer...

Catalogue: Seminar 1991: The Over 50's In The 90's
Authors: Douglas Kerr, Brendan Llewellyn
June 15, 1991

Research papers

Marketing to an ageing population

For Europe the major demographic change expected over the next thirty years is the growth in the proportion of the population over 50. This trend must be of importance to marketers, and this is particularly the case as there is growing evidence that...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Stephan Buck, John Gabriel
June 15, 1989