Naslov
Integrated Multigenerational Marketing Communications: A Modern Market Industry Challenge

Autori
Naumovska, Ljupka ; Bogdan, Siniša

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 4th Biennial International Scientific Conference ICON BEST 2015: Economic Analysis of Global Trends in Tourism, Finance, Education and Management / - Skopje : University of Tourism and Management in Skopje, Macedonia, 2015, 335-348

Skup
4th Biennial International Scientific Conference ICON BEST 2015

Mjesto i datum
Skopje, Sjeverna Makedonija, 09.10.2015. - 11.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing, multigenerational marketing, targeting, integrated communication, media, and message

Sažetak
When targeting more then one generation, marketing professionals need to pay stronger attention to the diversity of generations composing the targeted audience in terms of buying habits, social and cultural values in order to create effective marketing strategy. Each generation has distinctive demographic and psychographic characteristics related to lifestyles and values that influence their buying behaviors. Multigenerational marketing is the practice of appealing to the unique needs of individuals within more than one specific generational group. Marketing professionals need to understand and profile the four professionally and socially active generations: Baby Boomers, Generation X, Generation Y, and Generation Z. Absorbing the diversity among generations, for marketers should be easier to create marketing strategies and media planning that will reach the specific target. The purpose of this research is to upgrade the understanding of marketing science and industry concerning the undermined challenge of generation’s diversities when targeting more than one generation and thus offer a proper knowledge for creating more effective integrated marketing communications strategies with tailored media mix and creative message, based on precise segmentation according unique features of each generations properly.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA