Abstract
Betsy D. Gelb is an associate professor of market ing at the Universi ty of Houston . She is the author of several articles and two books and served for two years as chair of the Foster Grandparents Advisory Board in Houston . Consumers age 65 and over are becoming m o r e n u m e r o u s , m o r e a f f luent , and younger in mind and body. They are, in other words, a market segment worth cultivating.
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