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First published in 1998. As society grows and changes, advertisers are faced with the challenge of matching their advertising messages to new and different targ

Older individuals currently represent 13% of the total population of the United States, and with their strong economic base, growth potential, and longer life e

"Dychtwald and Morison offer a brilliant and convincing perspective: an essential re-think of what 'aging' and 'retirement' mean today and an invitation to help

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex