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

Authors


Associate Professor at the Department of Design and Art Education
Russia, Novosibirsk State Pedagogical University
[email protected]


Doctor of Economics, Professor of the Department of Fleet Management
Russia, Siberian State University of Water Transport, Novosibirsk
[email protected]

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

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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/

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