Marketing to 'Seniors' in France and the UK: an approach to e-communication

Type de publication : Communication dans des Colloques

Date de la publication : 26 novembre 2009

Auteur(s) : Melle WULF Catharina

Co-Auteur(s)

• MOSS Gloria-Anne

Editeur : Colloque ESG Paris : "Société des seniors, jeunesse d'un défi"

Lieu de l'événement : ESG Paris

Abstract : The proportion of the Seniors generation using the Internet in France and the UK is steadily increasing. This article looks at the financial muscle that this group presents and the potential challenge for marketers in successfully addressing this heterogeneous group.The article shows that Seniors often feel inappropriately addressed by marketers and that improvements to target them on the Interent are necessary.

A consulter aussi :

• Les autres publications de l'auteur
• Téléchargez cette publication