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Title: Segmenting the grey market: the case for fifty-plus 'lifegroups'

Carrigan, Marylyn (1998). Title: Segmenting the grey market: the case for fifty-plus 'lifegroups'. Journal of Marketing Practice: Applied Marketing Science, 4(2) pp. 43–56.

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Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in particular have a product which could be attractive to grey consumers, but one which tends to be marketed inappropriately. A lifegroup matrix based on more appropriate segmentation is suggested, management implications considered, and future research routes discussed.

Item Type: Journal Article
ISSN: 1355-2538
Academic Unit/Department: Open University Business School
Item ID: 15183
Depositing User: Users 2400 not found.
Date Deposited: 02 Mar 2009 15:32
Last Modified: 28 Mar 2011 09:33
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