Abstract
The needs of the elderly in many product and service areas are clearly different from those of the rest of the population. These needs could be fulfilled at a profit if marketers responded in adequate measure. The authors present evidence that marketers have made some progress in this direction, but much more is needed. The authors present various actions in terms of product, price, place, promotion, and packaging that marketers can implement in order to meet the neglected needs of the elderly. These actions not only contribute to the welfare of the elderly, but they are likely to be profitable for the marketers as well. Finally, the authors identify some important issues in public policy that relate to the elderly.
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Visvabharathy, G., Rink, D.R. The elderly:Still the “invisible and forgotten” market segment. JAMS 13, 81–100 (1985). https://doi.org/10.1007/BF02737201
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DOI: https://doi.org/10.1007/BF02737201