The Mature Market

About the Book

The Mature Market provides the guidance needed to tap the lucrative senior market and attract the formidable spending power of mature customers. It contains ideas and information to help fine tune marketing strategy and improve advertising results on products and services targeted to seniors. The book segments the over-50 population into target markets defined by usage and lifestyle — the young-old in their 50's, the active seniors in their 60's and early 70's, and the elderly 75 and over.

In addition, The Mature Market is a single-volume sourcebook with charts, tables, lists of senior publications and mailing list sources, and other practical and timely information to help win the 62 million senior consumers.

About the Author

Robert S. Menchin is a recognized authority on the marketing of financial services and the creator of successful marketing communications for leading companies in the U.S. and abroad. He was formerly Vice President, Marketing Communications for the Chicago Board of Trade, the world's largest futures exchange. Mr. Menchin is currently President of Chicago-based Wall Street Marketing, which specializes in marketing to seniors. He is the author of The Last Caprice, Where There's a Will, and New Work Opportunities for Older Americans.