期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2015
期号：35
页码：41-48
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：Due to the increased ageing of society,senior consumers are becoming an important market group that is internally diversified both as regards the needs and requirements and market behavior and which requires the development of effective marketing. Senior- targeted marketing that is not based on common stereotypes but on the results of investigations that enable the determination of the features,needs and expectations of seniors,may constitute an opportunity for many companies to acquire loyal customers. The article characterizes seniors as consumer and presents the issues of senior targeted marketing. It includes the results of surveys that aimed at finding the opinions about senior consumers and senior targeted marketing.
