The Key to Marketing to Older Consumers
David B. Wolfe
(Principal of Wolfe Resources Group, a resource network based in Reston VA that serves producers of products and services for mature markets)
404
Abstract
A number of common perceptions about older consumers are tricking marketers into taking wrong turns in research and adopting strategies that fail. Many of these perceptions are outright wrong while others are gross oversimplifications or useless generalizations.
Citation
Wolfe, D.B. (1992), "The Key to Marketing to Older Consumers", Journal of Business Strategy, Vol. 13 No. 6, pp. 14-18. https://doi.org/10.1108/eb039522
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited