6+

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

Send me via email
Authors


Associate Professor at the Department of Design and Art Education
Russia, Novosibirsk State Pedagogical University
yeskoff@mail.ru


Doctor of Economics, Professor of the Department of Fleet Management
Russia, Siberian State University of Water Transport, Novosibirsk
archi-197@mail.ru

Abstract

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».

Keywords

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

Print Friendly, PDF & Email

Categories of article:

Read also

Suggested citation

Yeskov Vyacheslav Dmitrievich , Arkhipov Anatoly Evgenievich
Theory of generations in marketing management: a retrospective discoursive aspect of the problem// Modern Management Technology. ISSN 2226-9339. – #3 (93). Art. # 9315. Date issued: . Available at: https://sovman.ru/en/article/9315/

Full article text is available only in Russian.
Please select from the menu Russian language and continue reading.


References

  1. Arkhipov, A.Ye., Yes’kov, V.D., Potemkin A.YA. Marketing in the context of the digitalization of the economy: design communications, trends, efficiency [Marketing v usloviyakh tsifrovizatsii ekonomiki: dizayn-kommunikatsii, trendy, effektivnost’]// Integration and differentiation of science and practice in the context of priority paradigms of civilization development: Collection of scientific articles. – SPb .: SPbGEU, 2020 .– P. 188 – 191.
  2. Arkhipov, A.Ye., Maslennikov, S.N., Sevryukov, I.YU. Modeling of business processes of a company: approaches, principles, influence of globalization [Modelirovaniye biznes-protsessov kompanii: podkhody, printsipy, vliyaniye globalizatsii]// Problems of modern economics. – 2019. – No. 1 (69). – S. 59 – 62.
  3. Arkhipov, A.Ye., Sevryukov, I.YU. Priority of marketing communications in the context of economic globalization [Prioritetnost’ marketingovykh kommunikatsiy v usloviyakh globalizatsii ekonomiki]// Problems of modern economics. – 2015. – No. 1 (53). – S. 163 – 165.
  4. Bagiyev, G.L., Cherenkov, V.I. Marketing for sustainable development: essence and logic of formation [Marketing dlya obespecheniya ustoychivogo razvitiya: sushchnost’ i logika stanovleniya]// Problems of modern economics. – 2018. – No. 3 (67). – S. 142 – 148.
  5. Varaksa, A.M., Grigor’yev, Ye.A. World economy and international economic relations: Textbook [Mirovaya ekonomika i mezhdunarodnyye ekonomicheskiye otnosheniya]. – Novosibirsk: SGUVT, 2016 .– 259 p.
  6. Gumilev, L.N. Ethnogenesis and ethnosphere [Etnogenez i etnosfera]// Nature. – 1970. – No. 1. – S. 46 -55.
  7. Yes’kov, V.D. Innovative Internet technologies of modern marketing [Innovatsionnyye Internet-tekhnologii sovremennogo marketinga]// Problems of economic science and practice: Collection of scientific papers. – Novosibirsk: NSUEU, 2017 .– pp. 105 – 111.
  8. Klimova, E.N., Klimova, T.V. X-people: a new type of consumer or a new value [X-people: novyy tip potrebitelya ili novaya tsennost’] // Creative Economy. – 2014. – No. 4 (88). – S. 34 – 41.
  9. Kovin, Ye.A., Lysenko O.V. The theory of generations in the context of management sociology [Teoriya pokoleniy v kontekste sotsiologii upravleniya]// Scientific result. Sociology and Management. – 2019. – T.5. – No. 4. – S. 151 – 162.
  10. Kondrat’yev, N.D. Selected Works [Izbrannyye sochineniya]. – M .: Economics, 1993 .– 543 p.
  11. Kotler, F. Fundamentals of Marketing [Osnovy marketinga]. – M .: Progress, 1990 .– 469 p.
  12. Marks, K. Capital [Kapital]. – M .: Palmira, 2018 .– 720 p.
  13. Shpengler, O. Decline of Europe [Zakat Yevropy]. – M .: Nauka, 1993 .– 592 p.
  14. Modern trade: textbook [Sovremennoye torgovoye delo: Uchebnoye posobiye]/ Ed. L.B. Nyurenberger, N.A. Luchin. – M .: KnoRus, 2017 .– 138 p.