Open AccessTo the Question of the Application of Generational Approach in the Management of Marketing Activities of Enterprises
Author(s) -
Миронова Ольга Александровна,
Чекмарева Гэлера Ибрагимовна
Publication year - 2020
Publication title -
upravlenčeskie nauki
Language(s) - English
Resource type - Journals
eISSN - 2618-9941
pISSN - 2304-022X
DOI - 10.26794/2404-022x-2019-9-3-53-62
Subject(s) - marketing , digital marketing , marketing management , marketing research , business , the internet , marketing strategy , marketing science , return on marketing investment , baby boomers , marketing mix , relationship marketing , computer science , economics , world wide web , demographic economics
The purpose of the study is to develop recommendations on the use of marketing tools for economically active generational groups taking into account their values, the specifics of their consumer behavior and determining the most effective marketing tools. The methodological basis of the study was the theoretical foundations of the theory of generations of N. Howe and W. Strauss, adapted to the Russian specifics of marketing. As a study result, it was found that in the practical marketing activities of companies for representatives of the baby boomer generation it is advisable to use the tools of traditional offline marketing; for generation X — a combination of both online and offline marketing tools; generations Y and Z should be focused on a wide range Internet (online) marketing tools with an emphasis on impression marketing. The results of the study can be used by Russian companies in developing effective strategies for promoting goods and services.