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Marketingová komunikace zaměřená na seniory / Marketing communication targeted at seniors

The master thesis deals with the potential of Czech seniors for Czech marketers. On the basis of secondary as well as primary researches the main elderly consumers' behavioral characteristics, their attitude to commercials and the best practise of communication mix are covered in the thesis. There is also the analysis of the practical example of communication campaign targeting at generation 55+, included its evaluation.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162240
Date January 2011
CreatorsPalková, Zuzana
ContributorsOdehnalová, Jitka, Matušinec, Miroslav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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