SREBRNY MARKETING A SPOŁECZNA ODPOWIEDZIALNOŚĆ PRZEDSIĘBIORSTW
SILVER MARKETING VS. CORPORATE SOCIAL RESPONSIBILITY
Author(s): Ewa FrąckiewiczContributor(s): Adriana Ćwiertnia (Translator)
Subject(s): Economy, Marketing / Advertising, Business Ethics, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: silver marketing; companies; CSR;
Summary/Abstract: The demographic picture of many markets, including Polish, clearly indicates that the process of population aging will deepen. This means that the seniors will be in majority of the company customers (defined by calendar age, accepted threshold 60+). At the same time the other intensifying phenomena in the enterprises environment, which main source is globalization, lead and even force them to apply marketing concepts in accordance with the principles of corporate social responsibility. The aim of this article is to describe and analyze the problem of the use of marketing to the elderly, creating a particular segment of the market. It is concluded that the development of relations with clients-seniors due to their potentially weaker position in relation to the company, it should first and foremost in their foundations based on transparency, fairness and honesty.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2016
- Issue No: 43/2
- Page Range: 53-61
- Page Count: 9
- Language: Polish