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Marketing to older adults

George P. Moschis (Professor of Marketing and Director of the Center for Mature Consumer Studies at Georgia State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1991

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

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MCB UP Ltd

Copyright © 1991, MCB UP Limited