TY  - JOUR
AB  - 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 for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.
VL  - 14
IS  - 4
SN  - 0736-3761
DO  - 10.1108/07363769710188536
UR  - https://doi.org/10.1108/07363769710188536
AU  - Moschis George P.
AU  - Lee Euehun
AU  - Mathur Anil
PY  - 1997
Y1  - 1997/01/01
TI  - Targeting the mature market: opportunities and challenges
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 282
EP  - 293
Y2  - 2024/09/21
ER  -