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

Авторы
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
Abstract
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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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