Abstract
In order to operate successfully in today's work force, gerontologists need to learn, and to utilize, marketing of their gerontological skills. Entrepreneurial gerontology focuses on creative marketing for the individual gerontologist who wants to create gerontological positions within new or existing organizations and on the gerontologist who seeks to develop a gerontology‐related business. Essential are academic gerontologists who instill and promote within their students, their professional colleagues, older persons, and, indeed, within themselves, the entrepreneurial spirit, the innovative approach.
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