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ltere Konsumenten in Handel und Marketing
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Das vorliegende Buch beschftigt sich mit der Auswirkung des demografischen Wandels auf das Marketing. Robert Zniva geht der Frage nach, ob es fr Hndler sinnvoll ist, sich den Bedrfnissen lterer Konsumentinnen und Konsumenten anzupassen und mehr Convenience fr diese Zielgruppe anzubieten. Altern wird hierbei nicht nur als Jahreszahl, sondern als multidimensionaler Prozess untersucht.
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