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The Key to Marketing to Older Consumers

The Key to Marketing to Older Consumers A number of common perceptions about older consumers are tricking marketers into taking wrong turns in research and adopting strategies that fail. Many of these perceptions are outright wrong while others are gross oversimplifications or useless generalizations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

The Key to Marketing to Older Consumers

Wolfe, David B.
Journal of Business Strategy , Volume 13 (6): 5 – Jun 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039522
Publisher site
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Abstract

A number of common perceptions about older consumers are tricking marketers into taking wrong turns in research and adopting strategies that fail. Many of these perceptions are outright wrong while others are gross oversimplifications or useless generalizations.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Jun 1, 1992

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