To nie jest kraj dla starych ludzi, czyli marketing 60+ w Polsce
It’s no country for old men – that’s ‘silver marketing’ in Poland

Summary/Abstract: In the introduction to the paper it was assumed that, searching new markets, marketers should direct their activity towards senior consumers. Some statistical data showing continuous increase of this sector were presented in order to confirm the assumed thesis. In the further part of the paper some deliberations concerning the specificity of senior market in Poland were presented. Most of all the attention was paid to its attractiveness for marketing activity, the problem of older people needs understanding and stereotypes in thought of this market. In the last part of the paper some results of a short survey about silver marketing carried out among students of nonstationary studies at Faculty of Management, Częstochowa University of Technology and some conclusions on the basis of literature and field studies were presented.

• Details
• Contents