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Overview

In: Marketing to the Aging Population

Author

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  • George P. Moschis

    ((Emeritus) Georgia State University)

Abstract

The aging of the Earth’s population has economic and social consequences. It is affecting individuals, institutions, governments, and companies. This chapter introduces the reader to the increasing in size older consumer market in U.S. It also presents information about the demographic characteristics of ilderconsumers, such as buying power, income, living arrangements; and it outlines a set of general marketing recommendations that are suggested based on the materials presented throughout the book. The information presented highlights the diversity of the older consumer market and the need to develop strategies to appeal to the most viable segment(s). It suggests that it might be more fruitful for marketers to identify segments not so much on the basis of their ability to spend (such as household wealth and discretionary income) but more on the basis of their willingness to spend. The chapter also outlines how this book plans to present state-of-the art knowledge about older consumers for the purpose of developing effectual marketing strategies that could increase corporate profits and older consumer well-being.

Suggested Citation

  • George P. Moschis, 2022. "Overview," Management for Professionals, in: Marketing to the Aging Population, chapter 1, pages 1-18, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-13097-7_1
    DOI: 10.1007/978-3-031-13097-7_1
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