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: https://doi.org/10.1016/S0024-6301(99)00024-2


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.

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