What we do know and don’t know about marketing communications on mature consumers
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DOI: 10.1108/ejm-12-2020-0906
Abstract: Purpose Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the… read more here.
Keywords: mature consumer; mature consumers; mature; marketing communications ... See more keywords