Aging consumers and their effects on the marketplace

Aging consumers and their effects on the marketplace The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective and also very discerning. They listen, they read, they remember but, above all else, they are skeptical. One of the strongest actions that a business can do with this mature market is to create a relationship with them. To do so puts you in a position to succeed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Aging consumers and their effects on the marketplace

Journal of Consumer Marketing, Volume 14 (4): 6 – Aug 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769710188527
Publisher site
See Article on Publisher Site

Abstract

The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective and also very discerning. They listen, they read, they remember but, above all else, they are skeptical. One of the strongest actions that a business can do with this mature market is to create a relationship with them. To do so puts you in a position to succeed.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 1, 1997

Keywords: Age groups; Baby boomers; Older consumers; Relationship marketing

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