One foot in the grave?

This is an introductory piece to four articles on the grey market. Populations throughout the industrialised world are ageing (and with it the balance of wealth and disposable income) nevertheless there has been a reluctance among marketers to communicate effectively with the over 50s.

One Foot in the Grave?

Marketing is in theory about identifying and satisfying consumer needs. In practice, marketers have taken the easy way out and looked for concentrations of wealth and income, and groups of people who appear relatively...

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