Further reading
Diamond, R. (2003) ‘Unlocking the value of the over-50 consumer’, Admap , May, pages 30–33
Harris, K. (2000) ‘Silver service: what drives the greying market?’, Admap , November, pages 33–36
Help the Aged. (2002) Marketing and Advertising to Older People , Report of a seminar held on 19 September 2002. London: Help the Aged
Kotler, P. (2003) Marketing Management , 11th edition (especially Chapter 10). London: Prentice Hall
Lavery, K. (ed). (1999) The Definitive Guide to Mature Advertising and Marketing . Shipley: Millennium Direct
Morgan, C. and Levy, D. (2002) ‘The boomer attitude’, American Demographics , October
Moschis, G. (1996) Gerontographics . Westport CT: Quorum Books
Moschis, G. (1996) ‘Life stages of the mature market’, American Demographics , September
OMD UK. (2004) Understanding Fifties and Over . London: OMD (UK)
Walker Smith, J. and Clurman, A. (1997) Rocking the Ages: the Yankelovich report on generational marketing . New York: HarperBusiness
Worcester, R. (1999) Grey Power: the changing face . London: Help the Aged