Gerontographics: a Scientific Approach to Analyzing and Targeting the Mature Market
George P. Moschis
(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. Dr. Moschis has been a pioneer in developing educational materials on marketing to older adults.)
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Abstract
Discusses a new method of market segmentation in the mature market. Develops a model based on research in various disciplines and data from various studies. Suggests that this model is more effective than some traditional methods, not only in identifying segments but also in choosing marketing strategies for reaching specific segments of the mature market.
Keywords
Citation
Moschis, G.P. (1992), "Gerontographics: a Scientific Approach to Analyzing and Targeting the Mature Market", Journal of Services Marketing, Vol. 6 No. 3, pp. 17-26. https://doi.org/10.1108/08876049210035890
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited