Marketing to older adults
- 1 April 1991
- journal article
- research article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 8 (4) , 33-41
- https://doi.org/10.1108/07363769110035135
Abstract
Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint to help decision makers evaluate information in the field and formulate effective strategies.Keywords
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