Marketing Sales 1

Ältere Konsumenten in Handel und Marketing: Empirische by Robert Zniva

By Robert Zniva

Das vorliegende Buch beschäftigt sich mit der Auswirkung des demografischen Wandels auf das advertising. Robert Zniva geht der Frage nach, ob es für Händler sinnvoll ist, sich den Bedürfnissen älterer Konsumentinnen und Konsumenten anzupassen und mehr comfort für diese Zielgruppe anzubieten. Altern wird hierbei nicht nur als Jahreszahl, sondern als multidimensionaler Prozess untersucht.

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