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  • 标题:Marketing Approach to the Research of Older Adults’ Well-being
  • 本地全文:下载
  • 作者:Irina Kashchuk ; Irina Kashchuk ; Lubov Ivankina
  • 期刊名称:Procedia - Social and Behavioral Sciences
  • 印刷版ISSN:1877-0428
  • 出版年度:2015
  • 卷号:214
  • 页码:911-915
  • DOI:10.1016/j.sbspro.2015.11.752
  • 语种:English
  • 出版社:Elsevier
  • 摘要:AbstractThe article analyses the possibility of usage of marketing approach for older adults’ well-being study. Key marketing research indicators are defined for studying older adults’ needs, behavior and ensuring continuous well-being. The authors define dependence of the needs and behavior of older people on the territory where they live. It is proposed to determine the main parameters and indicators of older adults’ well-being by the territory (region, city) segmentation. The model of the relationship of well-being indicators with main features of different methods of segmentation and marketing research is developed.
  • 关键词:marketing research;marketing;well-being;older adults;segmentation;needs
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