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Centre for Policy on Ageing | |
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| Relationship in marketing: lifegroups and the grey market | | Author(s) | Marylyn Carrigan |
| Corporate Author | Department of Commerce, Birmingham Business School, University of Birmingham |
| Publisher | University of Birmingham, Birmingham, June 1997 |
| Pages | 18 pp (Working papers in commerce, WPC 97/05) |
| Source | Department of Commerce, Birmingham Business School, University of Birmingham, Edbaston, Birmingham B15 2TT. |
| Keywords | Consumer ; Social characteristics [elderly] ; Sport ; Marketing. |
| Annotation | The purpose of this paper is to examine the growth of the `grey' over-fifties market. It discusses the motivations which influence grey buyer behaviour, and in particular the importance of needs based segmentation and relationship marketing in successfully delivering services such as sports and leisure to this group of customers. (RH). |
| Accession Number | CPA-980113212 B |
| Classmark | WY: F: HT: WU6 |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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