Theory of generations in marketing management: a retrospective discoursive aspect of the problem
Yeskov Vyacheslav Dmitrievich
Associate Professor at the Department of Design and Art Education
Russia, Novosibirsk State Pedagogical University
Arkhipov Anatoly Evgenievich
Doctor of Economics, Professor of the Department of Fleet Management
Russia, Siberian State University of Water Transport, Novosibirsk
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».
theory of generations, marketing management, economic globalization, consumer behavior
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