Marketing to older adults: an updated overview of present knowledge and practice

@article{Moschis2003MarketingTO,
  title={Marketing to older adults: an updated overview of present knowledge and practice},
  author={George P. Moschis},
  journal={Journal of Consumer Marketing},
  year={2003},
  volume={20},
  pages={516-525}
}
  • G. Moschis
  • Published 1 November 2003
  • Business
  • Journal of Consumer Marketing
The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate American due to the aging marketplace. A list of actionable guidelines suggested for strategy development. These guidelines are based on present knowledge about the mature market. While the effectiveness… 
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References

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Marketing to Older Adults: an Overview and Assessment of Present Knowledge and Practice
Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these
Marketing to older adults
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