Older markets and the new marketing paradigm

David B. Wolfe (Principal in Wolfe Resources Group, a consumer behavior consultancy located in Reston, Virginia, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 August 1997


Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new approach to marketing based on human development.



Wolfe, D. (1997), "Older markets and the new marketing paradigm", Journal of Consumer Marketing, Vol. 14 No. 4, pp. 294-302. https://doi.org/10.1108/07363769710188545

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Copyright © 1997, MCB UP Limited

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