Segment over 55 Years Old as a New Challenge for the Czech Companies

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873914" target="_blank" >RIV/70883521:28120/15:43873914 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Segment over 55 Years Old as a New Challenge for the Czech Companies
Original language description
The main aim of this study was to discover whether Czech companies providing leisure activities create specific marketing communication campaigns to target the segment of the population over age 55. Also to be ascertained was the level of interest of Czech companies in this societal segment and if they offer some of their products (services) to these customers. The second aim of this study was to identify what kinds of marketing communication tools they use. Results were found by analyzing primary dataobtained through an online research questionnaire distributed among Czech companies in 2014. The results show that Czech companies offer products (services) for this segment, but they do not design specific marketing communication campaigns to target this segment.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 7th International Scientific Conference Finance and the Performance of Firms in Science, Education and Practice
ISBN
978-80-7454-482-8
ISSN
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e-ISSN
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Number of pages
12
Pages from-to
48-59
Publisher name
Fakulta managementu a ekonomiky, UTB ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Apr 23, 2015
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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