Marjorie J. Caballero

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Direct Marketing, Direct Selling, and the Mature Consumer: A Research Study

Marjorie J. Caballero; James R. Lumpkin; Lawrence B. Chonko

Synopsis:
This book reports and interprets the results of a major research study that investigated the shopping behavior of the mature consumer with regard to the principal types of direct response marketing: catalog shopping, direct mail, media ads, telephone solicitation, direct selling, party-plan selling, and in-home demonstrations. Sponsored by the American Association of Retired Persons and the Andrus Foundation, the project represents the most thorough treatment of the older consumer published to date. Marketing managers, direct marketing specialists, and retailers will find here the data they need to develop appropriate marketing strategies for reaching a growing, and often relatively affluent, segment of the U.S. consumer population.

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