TY - JOUR AB - 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. VL - 5 IS - 2 SN - 0887-6045 DO - 10.1108/08876049110035521 UR - https://doi.org/10.1108/08876049110035521 AU - Moschis George P. PY - 1991 Y1 - 1991/01/01 TI - Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice T2 - Journal of Services Marketing PB - MCB UP Ltd SP - 33 EP - 41 Y2 - 2024/03/29 ER -