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Medientyp:
E-Artikel
Titel:
Segmenting the grey market: the case for fifty‐plus “lifegroups”
Beteiligte:
Carrigan, Marylyn
Erschienen:
Emerald, 1998
Erschienen in:
Journal of Marketing Practice: Applied Marketing Science, 4 (1998) 2, Seite 43-56
Sprache:
Englisch
DOI:
10.1108/eum0000000004485
ISSN:
1355-2538
Entstehung:
Anmerkungen:
Beschreibung:
Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in particular have a product which could be attractive to grey consumers, but one which tends to be marketed inappropriately. A lifegroup matrix based on more appropriate segmentation is suggested, management implications considered, and future research routes discussed.