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Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice

George P. Moschis ((Wisconsin), is Professor of Marketing and Director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1991

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited