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Understanding the aspirations of the elderly as a prelude to marketing public education
Abstract
This study explores ways for public schools to build political support among elderly citizens by responding to their concerns and needs. Basic marketing principles, used by industry to increase a corporation's market share, are applied to fit the context of local school districts and the elderly. Literature reviews of marketing, the elderly, the needs of the elderly, and elderly issues in other institutions are included in this work. This study focused on people who are over the age of sixty-five living in Wareham Massachusetts. Once the demographics of this segment were identified, the needs, wants, and desires of the individuals in this segment were explored through the use of a survey and by conducting interviews. Included in the appendix is a marketing plan for the Wareham Public Schools, which is intended to address the needs, wants, and desires of the elderly in Wareham Massachusetts and to illustrate an approach that could be implemented elsewhere.
Subject Area
Educational administration|Education|Education finance
Recommended Citation
Nolan, James J, "Understanding the aspirations of the elderly as a prelude to marketing public education" (1992). Doctoral Dissertations Available from Proquest. AAI9233120.
https://scholarworks.umass.edu/dissertations/AAI9233120