haku: @indexterm demography / yhteensä: 265
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| Tekijä: | Thompson, N.J. Thompson, K.E. |
| Otsikko: | Can marketing practice keep up with Europe's ageing population? |
| Lehti: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1281-1288 |
| Asiasana: | marketing old people european union demography customers |
| Kieli: | eng |
| Tiivistelmä: | The aim of this study is to draw managers' and academics' attention to the gemographic changes that are going on in the EU, especially the change to a customer base in which most adult consumers are aged over 50. The findings show that current marketing practice evolved against the background of the after war baby boom, and this resulted in an era when young consumer dominated the markets. The paper argues that the ageing of the consumers will require businesses to focus on the customer-centric model of marketing. It also calls for more research on the older customer base from the European perspective. |
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