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Implications for Practitioners

  • George P. Moschis
Chapter

Abstract

Although the life course paradigm has been largely ignored by researchers, as a multidisciplinary integrative research framework, it has the potential of helping them address areas and issues of interest to marketers and public policymakers in an innovative way. It can address research questions particularly relevant to marketing strategy, such as market segmentation and market targeting as well as issues regarding customer relationship management (CRM). This chapter offers implications for action in the areas of marketing and public policy with illustrations of applications of life course notions to research questions in select areas of corporate and public policy.

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • George P. Moschis
    • 1
  1. 1.Department of MarketingGeorgia State UniversityAtlantaUSA

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