Marketing to Older Consumers
George P. MoschisISBN: 0899307647;
This book was written to help practitioners more effectively design and market products and services to the older consumer. It helps the reader understand how older consumers behave in the marketplace and why they behave the way they do. The book summarizes existing knowledge on their behavior in the marketplace, explains reasons for consumer behavior in later life, and helps the reader translate knowledge into marketing action.
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