The Feldwick Factor: improving marketing to older age groups

In his monthly column, Paul Feldwick considers the question: "What practical steps can be taken to improve marketing to older age groups?" and suggests that, in an essentially youthful industry, marketers should focus on understanding themselves.

The Feldwick Factor: improving marketing to older age groups

Paul Feldwick

Q For years, people have been talking about the importance of the over-50s as a target market, but I don't see much evidence that marketers understand them any better than they did....

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