Gerontrographics: a scientific approach to analysing and targeting the mature market

Presents a new way of segmenting the mature market. Develops a segmentation model based on research in various disciplines and uses data from several studies to validate it. Suggests that the model is more effective than some commonly used approaches, not only in identifying prime segments for products and services, but also in suggesting viable marketing strategies for reaching specific segments of older consumers.

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Year of publication:	1993
Authors:	Moschis, George P.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 10.1993, 3, p. 43-53
Publisher:	MCB UP Ltd
Subject:	Age groups \| Consumers \| Market segmentation \| Marketing strategy \| Older consumers

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/07363769310041983 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849089