GEORGE P. MOSCHIS is Professor of Marketing and the founder and director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty. A pioneer in developing educational materials on marketing to older adults, Dr. Moschis received the 1990 SAGE award for his exemplary work in this field, and his center was recognized by American Demographics magazine for four consecutive years as one of the best sources of marketing information. He is a frequent speaker at business forums, and author of Marketing to Older Consumers (Quorum, 1992) and Consumer Socialization: A Life-Cycle Perspective (1987).

• Tables and Figure Acknowledgments Overview Introduction The Mature Consumer Market Identifying Opportunities Analyzing Needs of Older Adults Segmenting and Targeting the Mature Market Analyzing Market Behavior Consumption and Financial Practices of Older Americans Preferences for Sources of Information Developing Marketing Programs Analyzing Orientations Toward Products Identifying and Targeting Potential Users of New Products Distribution Decisions Designing the Promotional Mix Age-Targeted Marketing Strategies Summary and Recommendations Guidelines for Developing Marketing Strategies Appendixes References Index

GEORGE P. MOSCHIS is Professor of Marketing and the founder and director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty. A pioneer in developing educational materials on marketing to older adults, Dr. Moschis received the 1990 SAGE award for his exemplary work in this field, and his center was recognized by American Demographics magazine for four consecutive years as one of the best sources of marketing information. He is a frequent speaker at business forums, and author of Marketing to Older Consumers (Quorum, 1992) and Consumer Socialization: A Life-Cycle Perspective (1987).

• Tables and Figure Acknowledgments Overview Introduction The Mature Consumer Market Identifying Opportunities Analyzing Needs of Older Adults Segmenting and Targeting the Mature Market Analyzing Market Behavior Consumption and Financial Practices of Older Americans Preferences for Sources of Information Developing Marketing Programs Analyzing Orientations Toward Products Identifying and Targeting Potential Users of New Products Distribution Decisions Designing the Promotional Mix Age-Targeted Marketing Strategies Summary and Recommendations Guidelines for Developing Marketing Strategies Appendixes References Index

GEORGE P. MOSCHIS is Professor of Marketing and the founder and director of the Center for Mature Consumer Studies at Georgia State University, where he is also a member of the Gerontology Program Faculty. A pioneer in developing educational materials on marketing to older adults, Dr. Moschis received the 1990 SAGE award for his exemplary work in this field, and his center was recognized by American Demographics magazine for four consecutive years as one of the best sources of marketing information. He is a frequent speaker at business forums, and author of Marketing to Older Consumers (Quorum, 1992) and Consumer Socialization: A Life-Cycle Perspective (1987).

• Tables and Figure Acknowledgments Overview Introduction The Mature Consumer Market Identifying Opportunities Analyzing Needs of Older Adults Segmenting and Targeting the Mature Market Analyzing Market Behavior Consumption and Financial Practices of Older Americans Preferences for Sources of Information Developing Marketing Programs Analyzing Orientations Toward Products Identifying and Targeting Potential Users of New Products Distribution Decisions Designing the Promotional Mix Age-Targeted Marketing Strategies Summary and Recommendations Guidelines for Developing Marketing Strategies Appendixes References Index