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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162240 |
| Date | January 2011 |
| Creators | Palková, Zuzana |
| Contributors | Odehnalová, Jitka, Matušinec, Miroslav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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