Ethnic minority marketing

For a long time I have been interested in extending the theory of marketing to older people by adding new segmentation factors like race and sexuality.

Last evening the BBC had a radio programme about the issues of providing care services for older Asian people. This gives an insight into the need to understand the requirements of older people that transcends their chronological age.

The programme could do without so much emphasis on the issues of multiculturalism but it is still well worth a listen. I am not sure how long it will remain on the BBC web site so if you are going to listen I would do it soon rather than later. Dick Stroud