|
| << vorige | volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 6 van 17 gevonden artikelen
| Titel: |
Elder Consumer Preferences of Marketing Strategies in the Human Services |
| Auteur: |
Kaye, Lenard W. Reisman, Susan I. |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 10 (1993) nr. 3-4 pagina's 195-210 |
| Jaar: |
1993-08-04 |
| Inhoud: |
The marketing of health and social services to the aged is a relatively recent phenomenon. To explore the role of the older consumer in service marketing, a national analysis of preferred marketing methods in gerontological programs was carried out. Eighteen focus groups comprised of senior center participants (mean = 73.8 years) in six metropolitan areas was conducted (n = 220). Findings document considerable consensus across gender, ethnic, socio-economic, and racial cohorts. Preference was expressed for personal/direct forms of marketing. Regardless of age or level of infirmity, subjects identified with images of active and healthy elders. Sharp distinctions were drawn between marketing conducted by for-profit and not-for-profit organizations, as well as between marketing with a "selling" purpose versus that which is primarily informational. Results lead to recommendations for elder service providers on mounting a meaningful program of market initiatives. Supported by a grant from the AARP Andrus Foundation. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 6 van 17 gevonden artikelen
| << vorige | volgende >> |