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Versicherungen fr Senioren
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Die deutsche Bevlkerung wird immer lter. Damit rckt eine bislang vernachlssigte Kundengruppe in das Blickfeld von Versicherungsunternehmen. Rainer Reitzler analysiert anhand sekundrstatistischer Forschungsergebnisse und empirischer Erhebungen den Versicherungsmarkt sowie angrenzende Finanzdienstleistungen fr die ltere Kundengruppe. Er prsentiert ein facettenreiches Bild des aktuellen Seniorenmarktes und leitet auf der Basis eines integrierten und intergenerativen Marketing-Mixes Handlungsempfehlungen fr die Versicherungswirtschaft ab.
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