Wpływ starzenia się ludności na zarządzanie przedsiębiorstwem – aspekty marketingowe
Impact of Ageing Population in Business Management – Marketing Aspects

Summary/Abstract: The demographic characteristics of the population of the world and Europe indicates the growing phenomenon of an aging population. The causes are, on the one hand, lengthening life expectancy, and the other – a decreasing number of births. The result is unfavorable,while a relatively rapid change in the shape of the age pyramid. For the economy, this processis very important changes associated with the need to redefi ne the labor market, pension system and social welfare. The conversion of these imply the need to adapt marketing managementsphere. The aim of the article is to present the relationship between aging and the management in terms of marketing. The article is the nature of research and is the result of theanalysis of literature, selected statistical data and own observations. The conclusions point to the validity of the inclusion of company management perspective, marketing seniors because of the size of the segment of the elderly and their specifi city.

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