Modern myths of the mature market

Reg Starkey uses an analogy of the safe driving campaign and its eventual acceptance after many years with the problems now being faced by the acceptance of the Grey Market.

Modern Myths of the Mature Market

Reg StarkeyMillennium

For at least 10 years, to my knowledge, magazines like Admap and Marketing Weekhave been publishing features about the potential opportunities offered by mature consumers. Other trade journals...