Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint...

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...

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...

Purpose – While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this...

Discusses a new method of market segmentation in the mature market. Develops a model based on research in various disciplines and data from various studies. Suggests that this model is more effective than some traditional methods, not only in identifying segments but also in choosing marketing...