UDC 339.138

INTEGRATIVE MARKETING AS ALTERNATIVE TO MARKETING OF ELDERLY CONSUMERS IN CASE OF DEVELOPMENT OF GOODS AND SERVICES

Astashova Julia Vladimirovna
South Ural State University (National Research University)
PhD in Economic Science, Assistant Professor of the Marketing and Management Department

Abstract
In article modern approaches to marketing in the conditions of population aging are systematized, the concept of integrative marketing and its compliance to demographic tendencies is analysed. Benefits of integrative approach in marketing during the work with elderly consumers, and also representatives of other age groupes are designated.

Keywords: consumer behavior, elderly consumers, integrative marketing, population aging


Category: 08.00.00 Economics

Article reference:
Integrative marketing as alternative to marketing of elderly consumers in case of development of goods and services // Modern scientific researches and innovations. 2014. № 4. P. 1 [Electronic journal]. URL: http://web.snauka.ru/en/issues/2014/04/31174

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