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Gerontographics : life-stage segmentation for marketing strategy development

Author: George P Moschis
Publisher: Westport, Conn. : Quorum Books, 1996.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

"Gerontographics" is a life-stage model developed to help marketers understand the heterogeneous older consumer market. Based on state-of-the-art knowledge and methodology, this book shows marketers  Read more...

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Document Type: Book
All Authors / Contributors: George P Moschis
ISBN: 1567200621 9781567200621
OCLC Number: 33972087
Description: xvi, 172 pages : illustrations ; 25 cm
Contents: 1. Introduction --
2. Theoretical Foundations of the Life-Stage Model --
3. The Segmentation Model --
4. Older Consumer Behavior: Products --
5. Older Consumer Behavior: Services --
6. Summary and Implications for Marketing Strategy --
7. Potential Applications and Usefulness --
App. A. Definitions, Measures, and Explanations of Aging --
App. B. Profiles of Life-Stage Groups.
Responsibility: George P. Moschis.

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"Moschis...focuses his attention on the 'mature consumer markets'--people age 55 and older. Noting that this segment is likely to double in size in the next 35 years to a projected total of 108 Read more...

 
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