Marketing to the Older Consumer: A Qualitative Perspective

Abstract

Older consumers, that is, those people nearing or at retirement age, are increasingly being recognised as an important market segment. This segment is reviewed and some ways for the marketer to approach it are suggested.

Citation

Tynan, C. (1990), "Marketing to the Older Consumer: A Qualitative Perspective", Management Decision, Vol. 28 No. 6. https://doi.org/10.1108/00251749010000696