Older Markets and The New Marketing Paradigm  

Oleh:

Wolfe, David B.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 4-5 (1997), page 294-302.
Topik: relationships; age groups; marketing; relationship marketing; self - development; target marketing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product - specific strategies can be developed.

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