Moschis, George P.; Friend, Scott B. - In: International Journal of Pharmaceutical and Healthcare … 2 (2008) 1, pp. 7-21
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...