Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice

Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating information in this market and for formulating strategies. Notes that the field of older consumer behaviour and marketing is still developing.

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Year of publication:	1991
Authors:	Moschis, George P.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 5.1991, 2, p. 33-41
Publisher:	MCB UP Ltd
Subject:	Age groups \| Demographics \| Lifestyles \| Marketing strategy \| Older consumers

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049110035521 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905447