Demographic determinants of gerontomarketing in Russia and Germany: comparative analysis

The article provides the comparative analysis of demographic trends of aging population in Russia and Germany, principle indicators of demographic situation are compared in two countries. The effect of aging on prospects and development characteristics of a new marketing concept, that is gerontomarketing, is determined. According to the analysis specific features of demographic situation in Russia are revealed; different ways to consider them in development of gerontomarketing concept in the Russian business are given.