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Volume 14, Issue 4
1 August 1997
Journal of Consumer Marketing Cover Image for Volume 14, Issue 4
Conceptual Paper| August 01 1997

Older markets and the new marketing paradigm Available to Purchase

David B. Wolfe
David B. Wolfe
Principal in Wolfe Resources Group, a consumer behavior consultancy located in Reston, Virginia, USA
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1997
Journal of Consumer Marketing (1997) 14 (4): 294–302.
https://doi.org/10.1108/07363769710188545

Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new approach to marketing based on human development.

Keywords:
Age groups, Marketing, Relationship marketing, Self‐development, Target marketing
© MCB UP Limited
1997
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