Marketing strategies for the mature market
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Abstract
Tables and Figure Acknowledgments Overview Introduction The Mature Consumer Market Identifying Opportunities Analyzing Needs of Older Adults Segmenting and Targeting the Mature Market Analyzing Market Behavior Consumption and Financial Practices of Older Americans Preferences for Sources of Information Developing Marketing Programs Analyzing Orientations Toward Products Identifying and Targeting Potential Users of New Products Distribution Decisions Designing the Promotional Mix Age-Targeted Marketing Strategies Summary and Recommendations Guidelines for Developing Marketing Strategies Appendixes References Index