UDC 339.138

PRECONDITIONS FOR THE DEVELOPMENT OF CROSS-AGE MARKETING

Astashova Julia Vladimirovna
South Ural State University (National Research University)
PhD in Economic Science, Assistant Professor of the Marketing and Management Department

Abstract
Article contains the analysis of tendencies of a marketing activity in the conditions of demographic changes of society. The author's concept of cross-age marketing is offered. Relevance of the concept in modern conditions of aging of the population is proved, tasks of the offered concept are determined, the analysis of possible ways of their decision within assortment policy, segmentation and promotion is carried out. Examples of practical use of acceptances of cross-age marketing in the Russian market are reviewed.

Keywords: children's marketing, consumer behavior, cross-age marketing, population aging, segmentation, target audience


Category: Economics

Article reference:
Preconditions for the development of cross-age marketing // Humanities scientific researches. 2014. № 3 [Electronic journal]. URL: https://human.snauka.ru/en/2014/03/6031

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