Gerontrographics: a scientific approach to analysing and targeting the mature market

Journal of Consumer Marketing - 1993
George P.Moschis

Tóm tắt

Presents a new way of segmenting the mature market. Develops a segmentation model based on research in various disciplines and uses data from several studies to validate it. Suggests that the model is more effective than some commonly used approaches, not only in identifying prime segments for products and services, but also in suggesting viable marketing strategies for reaching specific segments of older consumers.

Từ khóa


Tài liệu tham khảo

Atchley R.C., 1987, Aging, Continuity and Change, 2

Barrow G.M., 1983, Aging, the Individual and Society

Bernstein P., 1978, Fortune, 16 January.

Goldring, 1987, Geromarket Study

Gollub J., 1989, American Demographics, 11, 28

Kotler P., 1984, Marketing Management, 5

Lazer W., 1985, American Demographics, 1985, 23

10.1108/07363769110034938

Moschis G.P., 1990, Framework for Studying Older Consumers: Present Status and Methodological Issues

Moschis G.P., 1990, Older Consumer Orientations toward Marketing Activities and Responses to New Products

10.1086/208541

US Bureau of Labor Statistics, 1989, Consumer Expenditure Survey

Thông tin
Thông tin xuất bản

Journal of Consumer Marketing

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