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Strategie produktu na rynku seniorów

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Frąckiewicz E.
Marketing i Rynek
|
2012
|
vol. 19
|
issue 4
7-11
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.
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