Ageing and Society
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871763" target="_blank" >RIV/70883521:28120/14:43871763 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Ageing and Society
Popis výsledku v původním jazyce
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 analysing 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.
Název v anglickém jazyce
Ageing and Society
Popis výsledku anglicky
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 analysing 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.
Klasifikace
Druh
O - Ostatní výsledky
CEP obor
AE - Řízení, správa a administrativa
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2014
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů