Moschis, George P.; Lee, Euehun; Mathur, Anil - In: Journal of Consumer Marketing 14 (1997) 4, pp. 282-293
Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons...
