Table of contents
Marketplace 2000: riding the wave of population change
Maddy Kent DychtwaldDiscusses three demographic currents in the shift from a youth‐oriented, to a middle‐aged mature society in the USA. This shift ‐ the Age Wave ‐ is based on the fact that the…
Aging consumers and their effects on the marketplace
Richard C. LeventhalThe first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA…
Targeting the mature market: opportunities and challenges
George P. Moschis, Euehun Lee, Anil MathurPoints 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…
Older markets and the new marketing paradigm
David B. WolfeHighlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new…
Smashing old stereotypes of 50‐plus America
Cary SilversHighlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on…
Creative strategies for connecting with mature individuals
John Nielson, Kathy CurryMarketers and advertisers have ignored the individuality and diversity of older consumers. Communicating, developing relationships and building loyalty with mature individuals is…
![Cover of Journal of Consumer Marketing](/insight/proxy/containerImg?link=/resource/publication/issue/30ead228a87e73cf6de189821469b74f/urn:emeraldgroup.com:asset:id:binary:jcm.cover.jpg)
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel