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Old spice - Developing successful relationships with the grey market

Carrigan, Marylyn (1999). Old spice - Developing successful relationships with the grey market. Long Range Planning, 32(3) pp. 253–262.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1016/S0024-6301(99)00024-2
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Abstract

The growth of the grey market in recent years is well documented. Many industries are now recognizing the importance of consumers aged over fifty, but fail to appreciate the sensitivities of delivering appropriate products and services. In particular, 50+ consumers are often treated in an inappropriately homogeneous manner. This article discusses the growth of the grey market, before examining the motivations behind the buyer behaviour of older consumers, and then goes on to develop a needs-based segmentation framework linked to customer satisfaction and relationship marketing. The article concludes by illustrating these principles in relation to the sports and leisure industry, and concludes with implications for marketing in general.

Item Type: Journal Article
ISSN: 0024-6301
Academic Unit/Department: Open University Business School
Item ID: 15180
Depositing User: Users 2400 not found.
Date Deposited: 02 Mar 2009 15:48
Last Modified: 28 Mar 2011 09:33
URI: http://oro.open.ac.uk/id/eprint/15180
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