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Theory of generations in marketing management: a retrospective discoursive aspect of the problem

Marketing Management
Theory of generations in marketing management: a retrospective discoursive aspect of the problem

Авторы

Архипов Анатолий Евгеньевич
доктор экономических наук, профессор кафедры управления работой флота
Россия, Сибирский государственный университет водного транспорта
archi-197@mail.ru
Еськов Вячеслав Дмитриевич
доцент кафедры дизайна и художественного образования
Россия, Новосибирский государственный педагогический университет
yeskoff@mail.ru

Аннотация

The article attempts to identify strategic and tactical decisions in the field of marketing management in order to form a unique selling proposition for consumers of the XXI century. Research into the theory of generations has made it possible to identify the essential characteristics of new consumer strata. Shortening the life cycle of innovations imposes new restrictions, but also provides new opportunities for the formation of an effective model of interaction «company - consumer».

Ключевые слова

theory of generations, marketing management, economic globalization, consumer behavior

Рекомендуемая ссылка

Архипов Анатолий Евгеньевич, Еськов Вячеслав Дмитриевич. Theory of generations in marketing management: a retrospective discoursive aspect of the problem // Современные технологии управления. ISSN 2226-9339. — #3 (93). Номер статьи: 9315. Дата публикации: 03.12.2020. Режим доступа: https://sovman.ru/en/article/9315/

Authors

Yeskov Vyacheslav Dmitrievich
Associate Professor at the Department of Design and Art Education
Russia, Novosibirsk State Pedagogical University
archi-197@mail.ru
Arkhipov Anatoly Evgenievich
Doctor of Economics, Professor of the Department of Fleet Management
Russia, Siberian State University of Water Transport, Novosibirsk
yeskoff@mail.ru

Abstract

Keywords

Suggested citation

Yeskov Vyacheslav Dmitrievich, Arkhipov Anatoly Evgenievich. // Modern Management Technology. ISSN 2226-9339. — #3 (93). Art. #  9315. Date issued: 03.12.2020. Available at: https://sovman.ru/en/article/9315/

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