Hurra! Endlich alt! Seniorenmarketing und DemografiemanAGEment als Wettbewerbsstrategien der Zukunft

Name: Hurra! Endlich alt! Seniorenmarketing und DemografiemanAGEment als Wettbewerbsstrategien der Zukunft
Brand: Atlantic Books
SKU: 9783842885738
Price: 5041.0 INR
Availability: InStock

by Alina Puczylowski

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ISBN13: 9783842885738
Binding: Paperback
Subject: N/A
Publisher: Diplomica Verlag
Publisher Imprint: Diplomica Verlag
Publication Date: September 25, 2012
Pages: 130
Original Price: USD 59.9
Language: German
Edition: N/A
Item Weight: 164 grams
BISAC Subject(s): Marketing / General

About The Book

Demografie-Döner, Greisengeneration, das graue Wunder von Deutschland - die von den Sozial- und Alterswissenschaften jahrzehntelang intensiv erforschte Bevölkerungsalterung hat die mediale Öffentlichkeit erreicht. Da die Folgen dieser fundamentalen Wandlungsprozesse in nahezu alle Bereiche des gesellschaftlichen Lebens hineinwirken und das Navigieren in der Komplexität der neuen Welt zur Kernaufgabe wirtschaftlichen (Über-)Lebens wird, rückt der Senior als sogenannter "Best Ager" auch verstärkt in den Fokus des strategischen ManAGEments. Es erscheint notwendiger denn je, die vielfältigen Erkenntnisse über das Alter(n) systematisch für das Marketing aufzuarbeiten und die komplexe und heterogene Zielgruppe sowie deren Resonanzfelder genauer zu analysieren, um daraus zukunftsträchtige Handlungsempfehlungen und Optimierungspotenziale für die strategisch wichtigen Seniorenmärkte von morgen herauszuarbeiten. Dieses soll im folgenden Buch geschehen. Zu Beginn der Untersuchung werden zentrale Theorien und Modelle der Altersforschung im chronologischen Verlauf dargestellt. Dabei wird deutlich, dass sich die Altersforschung von den abbau- und defizitgeleiteten Ansätzen wegbewegt und nun verstärkt auf die Potenziale und Chancen des Alter(n)s fokussiert. Das gewandelte Altersbild wiederum bringt einen neuen Konsumententypus hervor: Anstelle des gebrechlichen und konsummüden Greises von gestern steht der aktive, dynamische und erfahrene Kunde von morgen. Um nicht der Gefahr zu erliegen, einen Stereotyp durch einen anderen zu ersetzen, findet im zweiten Teil des Buches eine kritische Analyse der sogenannten "Zielgruppe 50plus" statt. In diesem Zusammenhang werden beispielsweise die Heterogenität dieses Marktsegments problematisiert sowie verschiedene Segmentierungsmöglichkeiten dieser Konsumentengruppe diskutiert. Daran schlie t ein Kapitel zum Konsumverhalten an, das sich ausführlich mit zentralen Determinanten des Konsumverhaltens im Alter beschäftigt. Der folgende vierte Teil

About The Author

Alina Puczylowski (sprich: Putschilovski) ist seit 2010 als Deutschlands erste DemografieAGEntin in Hamburg tätig. Ihre Seminare und Vorträge richten sich an Führungskräfte sowie Multiplikatoren in Wirtschaftsunternehmen und zivilgesellschaftlichen Institutionen und Organisationen, die sich für zukunftsgerichtetes Demografie-ManAGEment interessieren. Berufsbegleitend promoviert die diplomierte Alterssoziologin am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Unternehmensführung (Prof. Dr. Reinhard Pfriem) im Bereich Customer Knowledge Integration / Lead User Management. Ihre eigene Biografie sowie jahrelange Tätigkeit in der Altenbetreuung und im Seniorentourismus bestärkten sie bereits als junge Frau, sich ihrem "Lebensthema Alter" zu widmen.

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