21 October 2009

Japan: The World's Most Mature Market

A worthwhile webinar next week:

Japan: The World's Most Mature Market image
Tuesday, October 27 Japan is the most severely affected country by demographic change but also the most advanced in terms of product development and innovation. However, they have only touched the tip of the iceberg of the huge potential of this market.

Join IMMN and Florian Kohlbacher, Ph.D., for a webinar on the challenges and opportunities of the silver market in Japan. Dr. Kohlbacher, who is currently conducting research on the business implications of demographic change, will share case studies of leading edge mature marketing activities.

imageDr. Kohlbacher is a senior research fellow with the German Institute for Japanese Studies, an adjunct research fellow at the Institute for Technology and Innovation Management at the Hamburg University of Technology, a fellow of the World Demographic Association, and an honorary board member of IMMN.

imageI contributed to an international business book co-edited by Dr. Kohlbacher: The Silver Market Phenomenon.

So did Dick Stroud:




A chunk from my chapter

Today’s advertising industry needs a minor revolution. Talented men and women in their 40s, 50s, and 60s must to be brought into the fold if you want to target the Silver Market. This includes copywriters, graphic artists, producers, video directors, and creative directors. If you plan on implementing a marketing strategy that includes Baby Boomers as a primary, secondary, or tertiary market, and you turn it over to only people in their 20s and 30s, you will forfeit the natural sensibilities required to generate vital campaigns.


A free preview (PDF).

Read the Introduction to The Silver Market Phenomenon (PDF).

And don’t miss The Webinar.

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