Using Howe and Strauss’ theory of generations in developing marketing programs for the segment of HoReCa

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Using Howe and Strauss’ theory of generations in developing marketing programs for the segment of HoReCa

Natalia Tikhonyuk

(about the author)

Tikhonyuk Natalia E. – Candidate of Science, Economics, Associate professor (Vladimir State University named after Alexander and Nikolay Stoletovs)

Published in:
Russian Journal of Entrepreneurship
– Volume 16, Number 3 (February, 2015)

Keywords: HoReCa segment, marketing communication program, theory of generations

Citation:
Natalia Tikhonyuk (2015). Using Howe and Strauss’ theory of generations in developing marketing programs for the segment of HoReCa. Russian Journal of Entrepreneurship, 16(3), 477-484. doi: 10.18334/rp.16.3.93

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Abstract:

The fundamental aspects of the development of marketing programs using Howe and Strauss’ theory of generations have been described in this article. The author proposes a variant of a marketing-communication program for the enterprise of HoReCa for various generations of visitors.

References:

Using Howe and Strauss’ theory of generations in developing marketing programs for the segment of HoReCa

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