Marketing to older adults

作者：George P. Moschis · 发表于：Journal of Consumer Marketing · 年份：1991 · DOI：10.1108/07363769110035135 · 被引用次数：32 · 研究领域：Sharing Economy and Platforms

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.