JSPES, Vol. 35, No. 3 (Fall 2010)
pp. 293-328

Marketing to Senior Citizens: Challenges and Opportunities

Norbert H. Meiners

University of Applied Sciences
Vechta, Germany

Bernd Seeberger
Health and Life Sciences University UMIT
Hall/Tyrol, Austria

The authors discuss the development, importance and impact of marketing to senior citizens with particular emphasis on demographic change. It will define senior citizen marketing, give the various approaches relating to the segmentation of that market, review the relevant literature, discuss the importance of the senior population for the economy, and consider how marketing to seniors differs from other marketing. The paper will also discuss the growing impact of the Internet on dealing with senior citizens. Readers’ attention is especially drawn to the extensive list of references at the end of the article, which offers a useful basis to select further reading. The outcomes of this paper apply not only to international marketing scientists, marketing practitioners and consumer researchers but also to people with interest in demographic change worldwide.