The life cycle of the positioning and the shock of the generations in the market of the 21st century
DOI:
https://doi.org/10.24215/23143738e045Keywords:
Life cycle positioning; generation; positioning.Abstract
This work is based on the main texts of the authors Al Ries and Jack Trout. Its objective is to reinterpret the concept of commercial positioning to face the new demands of a market formed by four generations in coexistence in the 21st century. After carrying out qualitative research with hermeneutical methodology, it can be understood that positioning, as a marketing concept, can no longer be seen as a static concept in time that will not undergo changes. That's right, positioning is also subject to a life cycle. These reasons for continuous changes support the need to manage the development of the life cycle of positioning in a constant and conscientious way.
Downloads
Metrics
References
Alet, J. (2007). Marketing directo e interactivo. España: Esic Editorial.
Courtney, H.; Kirkland, J. y Viguerie, P. (1999). La Gestión en la Incertidumbre. Recuperado de http://books.google.com.pe/books?id=6Oia3EUAF5cC&printsec=frontcover&hl=es&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Cyr, D. y Gray, D. (2004). Marketing en la pequeña y mediana empresa. Colombia: Editorial Norma.
García, R. (2002). Marketing internacional. España: Esic Editorial.
Govindarajan, V. y Gupta, A. (2002). Innovación estratégica: Cómo cambiar las normas. Harvard Deusto business review, (106), 12-27.
Recuperado de http://dialnet.unirioja.es/servlet/articulo?codigo=63477
Hamel, G. y Prahalad, C. (1999). La Gestión en la Incertidumbre. Bilbao, España: Ediciones Deusto. Recuperado de http://books.google.com.pe/books?id=6Oia3EUAF5cC&printsec=frontcover&hl=es&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Hamel, G. y Valikangas, L. (2003). En Busca de la Resiliencia. Harvard Business Review, 81(9), 40-52. Recuperado de http://dialnet.unirioja.es/servlet/articulo?codigo=1433581
Hernández, S; Fernández Collado, C. y Baptista, L. (2008). Metodología de la investigación (Cuarta edición). México: Mc Graw Hill inter Americana.
Keller, K. (2008). Best Practice Cases in Branding. Upper Saddle River. NJ: Prentice-Hall.
Kotler, P. y Armstrong, G. (2003). Fundamentos de Marketing. México: Pearson Prentice Hall.
Kotler, P. y Keller, K. (2006). Dirección de marketing. México: Pearson Prentice Hall.
Krauss, M. (2015). Generations Are More Than Labels. Recuperado de https://www.ama.org/publications/MarketingNews/Pages/generations-more-than-labels.aspx
Lorenzo L. (2011). Vida social, continuidad y ruptura generacional. Una mirada actual. Recuperado de https://www.memoria.fahce.unlp.edu.ar/trab_eventos/ev.1359/ev.1359.pdf
París, J. (2014). Marketing esencial: Un enfoque latinoamericano. Ciudad Autónoma de Buenos Aires: Errepar.
Pérez, L. (2004). Marketing social: teoría y práctica. México: Pearson Prentice Hall.
Ries, A. (1996). Enfoque: el futuro de su empresa depende de ello. México: Mc Graw Hill.
Ries, A. y Ries, L. (2000). Las 22 leyes inmutables de la marca. España: Mc Graw Hill Interamericana.
Ries, A. y Trout, J. (1989). La Revolución de Marketing. Colombia: Mc Graw Hill Latinoamericana.
Ries, A. y Trout, J. (1992). Posicionamiento (2° ed.). México: Mc Graw Hill.
Trout, J. y Rivkin, S. (1996). El Nuevo Posicionamiento. México: Mc Graw Hill.
Downloads
Additional Files
- Archivo xml (Español (España))
- Tabla 1. Personas entrevistadas (Español (España))
- Figura 1. Ficha técnica de entrevista aplicada... (Español (España))
- Tabla 2 A. Matriz de Resultados: categorías y análisis (Español (España))
- Tabla 2 B. Matriz de Resultados: conclusiones (Español (España))
- Figura 2. Secuencia de las categorías y conclusiones (Español (España))
Published
How to Cite
Issue
Section
License
Those authors who have publications with this journal, agree with the following terms:
a. Authors will retain its copyright and will ensure the rights of first publication of its work to the journal, which will be at the same time subject to the Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0) allowing third parties to share the work as long as the author and the first publication on this journal is indicated.
b. Authors may elect other non-exclusive license agreements of the distribution of the published work (for example: locate it on an institutional telematics file or publish it on an monographic volume) as long as the first publication on this journal is indicated,
c. Authors are allowed and suggested to disseminate its work through the internet (for example: in institutional telematics files or in their website) before and during the submission process, which could produce interesting exchanges and increase the references of the published work. (see The effect of open Access)