Strategie produktu na rynku seniorów

• Authors: Ewa Frąckiewicz

Title variants

EN

PRODUCT STRATEGY AT THE SENIORS MARKET

• Languages of publication: PL

Abstracts

EN

In the developed countries one can observe intensification of ageing process of society. It has its reflection in economic politics of given countries, as well as it constitutes important challenge for strategy of enterprises. In the paper against a background of general features of seniors market one has presented guidelines for construction of marketing tools aimed at this group of purchasers with particular attention to product politics through adaptation of Ansoff matrix.

Keywords

EN

SENIORS; SENIORS MARKET; ANSOFF MATRIX

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2012
• Volume: 19
• Issue: 4
• Pages: 7-11

Contributors

author

Ewa Frąckiewicz

• Katedra Marketingu, Uniwersytet Szczeciński, ul. Mickiewicza 64, 71-101 Szczecin, Poland