| Автор | Belonax, Joseph J. |
| Автор | Javalgi, Rajshekhar G |
| Автор | Rao, S Ramagopala |
| Автор | Thomas, Edward G |
| Дата выпуска | 1991 |
| dc.description | Dramatic changes in the financial services industry have accelerated the search for feasible and profitable market seg- ments. Increased corporate attention is being focused on the finan- cial needs of the elderly market. This article examines the viability of the elderly market using the criteria for effective segmentation and focuses on actions retail bankers can take in the component ar- eas of the retail marketing mix-product, price, place, and promo- tion-to meet the financial needs of the elderly. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Marketing of Financial Servies to the Elderly in the Retail Banking Industry |
| Тип | research-article |
| DOI | 10.1300/J090v06n02_12 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 6 |
| Первая страница | 157 |
| Последняя страница | 176 |
| Аффилиация | Belonax, Joseph J.; Professor of Marketing, Department of Marketing, Haworth College of Business, Western Michigan University, Kalamazoo, MI, 49008-3812 |
| Аффилиация | Javalgi, Rajshekhar G; Professor of Marketing and International Business, Dept of Marketing, Cleveland State University, Cleveland, OH, 44115-2214, r.javalgi@csuohio.edu |
| Аффилиация | Rao, S Ramagopala; Associate Professor of Marketing, James J Nance College of Business Admin, Cleveland State University, Cleveland, OH, 44114, s.rao@csuohio.edu |
| Аффилиация | Thomas, Edward G; Professor of Marketing, James J Nance College of Business Admin, Cleveland State University, Cleveland, OH, 44114, edthomas@grail.csuohio.edu |
| Выпуск | 2 |
