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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)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 June 1992

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

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MCB UP Ltd

Copyright © 1992, MCB UP Limited