Using Consumer Perceptions to Shape Marketing Messages

King, Rebecca
December 2010
Journal of Financial Planning;Dec2010, Vol. 23 Issue 12, Special section p1
Academic Journal
The article focuses on issues concerning financial planning for retirement in the U.S. It notes on various concerns raised by individuals who plan for their retirement on financial stressors including medical expenses, Social Security, and uncertainty of the economic market. It suggests that financial planners must look at the client's perception to openly market messages and discuss their issues concerning retirement planning.


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