Marketing to older adults
George P. Moschis
(Professor of Marketing and Director of the Center for Mature Consumer Studies at Georgia State University)
1033
Abstract
Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint to help decision makers evaluate information in the field and formulate effective strategies.
Keywords
Citation
Moschis, G.P. (1991), "Marketing to older adults", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 33-41. https://doi.org/10.1108/07363769110035135
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited