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.)
390
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
:MCB UP Ltd
Copyright © 1991, MCB UP Limited