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Smashing old stereotypes of 50‐plus America

Smashing old stereotypes of 50‐plus America Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on research that aimed to define the 50‐plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Smashing old stereotypes of 50‐plus America

Journal of Consumer Marketing , Volume 14 (4): 7 – Aug 1, 1997

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Publisher
Emerald Publishing
Copyright
none
ISSN
0736-3761
DOI
10.1108/07363769710188554
Publisher site
See Article on Publisher Site

Abstract

Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on research that aimed to define the 50‐plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 1, 1997

Keywords: Age groups; Market segmentation; Older consumers; Target marketing

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