Is the demographic dead?

Richard Jacobs and Jeni Whittaker

Journal of Brand Strategy, 2012, vol. 1, issue 4, 349-360

Abstract: This paper investigates why all marketers should be actively targeting older consumers, and what makes these consumers so fascinating as individuals. If age is less relevant in society now and older people behave more like the young, how relevant are traditional demographics today?

Keywords: age; demographics; divorce; targeting; older; consumers; profit (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:4:p:349-360

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