Abstract

CHACON ARENAS, Edinson Miguel. EL CICLO DE VIDA DEL POSICIONAMIENTO Y EL CHOQUE DE LAS GENERACIONES EN EL MERCADO DEL SIGLO XXI. Cienc. adm. [online]. 2019, n.14, pp.53-66. ISSN 0009-6784.  http://dx.doi.org/https://doi.org/10.24215/23143738e045.

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.

Keywords : life cycle positioning; generation; positioning.

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