Working with Seniors: Health, Financial, and Social Issues

Chapter 23: Marketing to Seniors

The cardinal rule in marketing is that you must know your audience in order to select the most appropriate and useful marketing strategies.

While the senior market is not all the same, it is important to understand that there are common changes that result from becoming older, and how these changes can affect seniors' buying decisions.

This chapter introduces the concepts of relationship marketing and fusion marketing and addresses the differences in marketing to senior women. It explains the “do’s and don’ts” of marketing and selling to seniors, and various marketing tools, so you can be more confident that you are conducting your marketing to seniors in an ethical and effective manner.