Marketing Strategies for the Mature Market

The author would like to thank a number of organizations and individuals who made this book possible. Much of the work reported in this book was sponsored by the American Association of Retired Persons (AARP) Andrus Foundation, and this financial support is gratefully recognized. This project would not have been possible without the input of various organizations that develop and market products and services to older adults. These organizations were instrumental in providing direction and insights into problems and issues around which several areas of this book were developed. Many expert practitioners are also acknowledged for their invaluable suggestions and contributions.

A number of individuals offered valuable help with this book. Dr. Ruth B. Smith, University of Baltimore; Dr. James Kellaris, University of Cinnnati; Dr. Pradeep Korgaonkar, Florida Atlantic University; and Dr. Anil Marthur, Hofstra University, offered invaluable assistance at early stages of this project. Many thanks to several graduate research assistants, especially Olivia Boyce, Euehun Lee, Jill Hull, Munshik Suh, Dong Chul Han, and Kyoung Park, who bore the burden of questionnaire coding, data analysis of the study reported, and manuscript development and proofreading. I thank other students who assisted, namely Laura Maurice, Ann Carlton, Susan Jewell, Bettina May, and Albert Weston. Thanks also to Lynne Feduik Goetz for her editorial assistance.

Further, I deeply thank the participants who completed questionnaires and provided the information included in this book. It is hoped that the information generated will help businesses and government agencies de

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