Seniorenmarketing

Franziska Rutishauser, 2005
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Given the increased competitive pressure in numerous markets, turning to new, still-growing target groups seems suitable for meeting a company's profit goals. One target group that is still often underestimated in marketing practice is seniors. This is surprising, as demographic developments, improved financial situations, and the changing mindset of many seniors indicate a high potential for this group. This thesis aims to illustrate the state of development and the concrete design of senior marketing in practice. In particular, the following questions will be addressed: What are the needs, attitudes, and behaviors of seniors? What are the central aspects of senior marketing? What are the most important senior markets? How should a marketing mix oriented towards the needs of seniors be designed? To what extent and in what form is senior marketing practiced by Swiss companies?.

Key specifications

topic
Social sciences
Author
Franziska Rutishauser
Book cover
Paperback
Year
2005
Item number
55189906

General information

Publisher
Diplomica
Category
Reference books
Release date
4.3.2025

Book properties

topic
Social sciences
Author
Franziska Rutishauser
Year
2005
Book cover
Paperback
Year
2005

Voluntary climate contribution

CO₂-Emission
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14-day cancellation right
30-day right of return if unopened
24 Months statutory warranty

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