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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.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1992

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

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MCB UP Ltd

Copyright © 1992, MCB UP Limited