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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

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 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.

Název v anglickém jazyce

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

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 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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

12

Strana od-do

48-59

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

23. 4. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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