Template-Type: ReDIF-Article 1.0
Author-Name: Edinson Miguel Chacón Arenas                
Author-Workplace-Name: Universidad Peruana de Ciencias Aplicadas. Lima, Perú
Title: El ciclo de vida del posicionamiento y el choque de las generaciones en el mercado del siglo XXI 
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.
Classification-JEL: M31
Keywords: life cycle positioning, generation, positioning. 
Journal: Ciencias Administrativas
Pages: 53-66
Issue: 14
Number: 6
Year: 2019
Month: July-December
DOI: 10.24215/23143738e045
File-URL: https://revistas.unlp.edu.ar/CADM/article/view/4338
File-Format: Application/pdf
Handle: RePEc:lap:recadm:106