Abstract
Although the effectiveness of a given strategy and tactic is likely to vary according to the specific generation or cohort and age sub-segment targeted, as well as the type of product or service marketed, there is adequate information to suggest the desirability of implementing certain strategies for marketing any type of product or service to any segment of older consumers. This chapter suggests guidelines and recommendations that are likely to be effective in developing strategies for the older consumer market in general. These recommendations are based on three main sources of information: (1) Results of studies that explicitly suggest certain marketing strategies and tactics, (2) information presented in earlier chapters that support certain marketing actions, and (3) anecdotal evidence that supports the effectiveness of certain marketing strategies and tactics.
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Moschis, G.P. (2022). Effectual Marketing Strategies and Tactics. In: Marketing to the Aging Population. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-031-13097-7_4
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DOI: https://doi.org/10.1007/978-3-031-13097-7_4
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