Abstract
This paper seeks to show the different impacts of demographic development on International Marketing and how enterprises may deal with this phenomenon. With the worldwide population ageing, new markets and new opportunities are opening for entrepreneurs. This shift in demographic development mainly concerns developed and few new industrialized countries at the moment. We may assume that emerging countries will have to face the same consequences on marketing to older adults when the reach a certain level of development. However this paper will focus on developed countries, which are the most concerned by marketing to older consumers. In the context of demographic development, older markets have become a major segment for marketers to deal with. However many studies show that this market is still unknown or at least badly known. What is the real impact of demographic development on international marketing? Why do marketers have so much of difficulties to deal with this population although it could be a very lucrative market?
