Marketing to the Aging Population

George P. Moschis is Professor of Marketing Emeritus at Georgia State University (USA); and Professor of Management at Mahidol University in Bangkok, Thailand. He is an internationally-known authority on consumer topics relevant to people at different stages in life, from children and adolescents to elderly. Professor Moschis established the Center for Mature Consumer Studies, has been studying consumers for five decades and has published large numbers of articles and books about their behaviors at various life stages and over the entire life course.

Preface and Acknowledgments.- Table of contents.- Overview .- Understanding the Needs of Older Consumers.- Overview of Older Consumer Behavior.- Effectual Marketing Strategies and Tactics.- Marketing Food and Beverage Products.- Marketing Apparel and Footwear.- Marketing Housing.- Marketing Pharmaceutical and Personal Care Products.- Marketing Healthcare.- Marketing Long-Term Care.- Marketing Financial Services.- Marketing Insurance.- Marketing Travel & Leisure Services.- Seeking Profits by Enhancing Older Consumer Well-being.- Looking Ahead.- Index.