Abstract
Questions raised by a group of buyers in a local, full-price department store precipitated a series of changes in the format of a Senior Seminar in Retailing. For the entire semester, the seminar focused upon the older shopper. The process which took place, student reactions, and retrospective assessments are described. The primary focus is upon the education of Retailing students about gerontology, using a field survey and a Target Market Study.
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