Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating information in this market and for formulating strategies. Notes that the field of older consumer behaviour and marketing is still developing.
Moschis, G.P. (1991), "Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice", Journal of Services Marketing, Vol. 5 No. 2, pp. 33-41. https://doi.org/10.1108/08876049110035521
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