Description
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.
Author: Anne M. Cooper, Young Joon Lim
Publisher: Rowman & Littlefield Publishers
Published: 02/16/2023
Pages: 180
Binding Type: Hardcover
Weight: 0.96lbs
Size: 9.00h x 6.00w x 0.56d
ISBN13: 9781538175132
ISBN10: 1538175134
BISAC Categories:
- Business & Economics | Marketing | General
- Language Arts & Disciplines | Communication Studies
- Social Science | Gerontology
About the Author
Anne M. Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times on ABC-TV, the BBC and other media outlets. Young Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications.