СТРУКТУРНІ ТРЕНДИ МІЖНАРОДНОГО МАРКЕТИНГУ

The article seeks to provide insights on the current structural trends in international marketing. It is observed that in recent decades, marketing as a business concept has undergone internal qualitative changes which have been primarily underpinned by new technological advancements and globalization opportunities. The rapid pace of globalization has fuelled the emergence of a large number of new customers and new competitors in the global market, as well as spurred revolutionary changes in communication technology. In modern realia of intensified competition, marketing remains an exceptional tool to win and protect market share for most companies. Further on, the study explores the etymology of the word "trend" and substantiates its significance to business development perspectives along with providing the most popular trend classification groupings: by the generational theory and according to the Internet marketing concept. The findings reveal the key latest trends in various industries that have gained a positive response from consumers, thus verifying a growing interest in marketing trends. In addition, the study presents an overview of the latest trends that will help companies enhance their market position. It is argued that to be competitive, each company should monitor trends, follow trends and actively implement them in their marketing activities, especially in the international market. It is resumed that for these trends in international marketing to be effective, a special emphasis should be placed to targeted communication with consumers, in particular, marketing strategies should focus on the following principles: the need to adapt the content of messages and channels to the target audience demands by age groups and generations; narrow market segmentation – hyperpersonalization; creating interactive advertising content and format and using games; trend towards individuality, environmental friendliness and consumer involvement in the process of developing goods, products and services; flexibility in obtaining data; collaboration with international brands; active implementation of new functions on social platforms (such as Shops on Instagram / Facebook) in company marketing.

Existentialising existence theory and expanding the sociology of existential milestones

This paper responds to the ‘existence theory’ proposed by Baert, Morgan and Ushiyama. It considers their proposals in light of two main thematics: the general account of human existence, and the more empirical sociology of existential milestones. Both elements are appraised in light of existentialist philosophy and earlier attempts at ‘existentialist sociology’. It is suggested that the authors engage with generational theory, and also give an account of the commodification of significant life-stages by the milestones culture industry.

Age, experience and creative labour: Narratives of creative professionals over age 55 in the New York fashion industry

This qualitative study introduces six creative fashion professionals, aged 55–74, who started their careers in the 1980s. They have managed to overcome the complex challenges of employment and remain active in the highly competitive and youth-centric fashion industry of New York City. The participants represent key occupations that drive the behind-the-scenes creative force in the industry’s supply chain. While their long careers have equipped them with expertise, multiple transferable hard and soft skills and extensive professional networks, they have become a rare age demographic in the industry. We investigate the importance of professional experience that comes with age in the current workforce by exploring the participants’ self-reflections and assessments about their careers as ageing workers. We determine how exogenous factors such as globalization, trade agreements, changes in technology, the effect of politics and recessions, global health crises and endogenous factors, such as changes in positions, additional training and work–life balance, have influenced their careers. We highlight the benefits of intergenerational teams in which older workers are effectively able to transfer knowledge to and collaborate with younger co-workers and vice versa. Employing insights of the theory of experience, continuity theory, social exchange theory and generational theory, the study shows that intergenerational collaboration is critical to mastering creative processes in the fashion and textiles industry. Our research uncovers this demographic’s collective experience, tacit knowledge and resilience and proclaims their passion for their professions. It also illuminates the strategies the participants employed to remain professionally relevant as they adapted to the shifting landscape of the global fashion industry.

Media Studies, Audiovisual Media Communications, and Generations: The Case of Budding Journalists in Radio Courses in Greece

In this article, the quality of media studies education through effective teaching utilizing audiovisual media technologies and audiovisual content (audiovisual media communications) to budding journalists as adult learners (18 years and older) is researched, with results primarily intended for application in radio lessons at all educational levels and disciplines (including adult education). Nowadays, audiovisual media communications play an important role in the modern and visual-centric way of our life, while they require all of us to possess multiple-multimodal skills to have a successful professional practice and career, and especially those who study media studies, such as tomorrow’s new journalists. Data were collected after three interactive teachings with emphasis on educational effectiveness in technology-enhanced learning, through a specially designed written questionnaire with a qualitative and quantitative form (evaluation form), as case study experiments that applied qualitative action research with quasi-experiments. The results (a) confirmed (i) the theory of audiovisual media in education, as well as (ii) the genealogical characteristics and habits of budding journalists as highlighted in basic generational theory, something which appears to be in agreement with findings of previous studies and research; and (b) showed that (i) teaching methodology and educational techniques aimed primarily at adult learners in adult education kept the interest and attention of the budding journalists through the use of such specific educational communication tools as audiovisual media technologies, as well as (ii) sound/audio media, as audiovisual content may hold a significant part in a lecture.

Disruption in the consumer decision-making? Critical analysis of the consumer's decision making and its possible change by the COVID-19

A multidisciplinary concept of consumer science and a disruptive pandemic. How are these elements intertwined? In this sense the purpose of this article is to know how the purchase decision could be changed by the covid-19. A holistic analysis of both the psychological and economic effects of a pandemic, impacts from the generational theory, and how this could cause security to become more relevant was carried out. It was carried out a systematic review of scientific literature consulting 304 articles, being 106 the selected ones, under high impact criteria. It is presumed that consumers will make slightly more rational decisions, although this will be subject to factors inherent to specific scenarios, so it is necessary to perform multivariate empirical research

Understanding Generation Gaps in LGBTQ+ Communities: Perspectives About Gay Neighborhoods Among Heteronormative and Homonormative Generational Cohorts

Using Strauss-Howe generational theory as a guiding structure, this chapter examines differences between generational identity for LGBTQ+ individuals compared to heteronormative generational identity. We theorize that LGBTQ+ individuals may identify with two generational cohorts—one defined by birth year and a second related to “coming of age” as a sexual minority. A case study examining the lifespan of four LGBTQ+ celebrity personalities demonstrates the concept of generational layering. We argue “generational layering” affects various aspects of LGBTQ+ life, including connection to place as reflected in attitudes of LGBTQ+ people regarding gay neighborhoods. The chapter concludes with five takeaway messages that clarify the relationship between LGTBQ+ people, the generational cohorts to which they belong and with which they identify, and the attitudes of various LGBTQ+ generational cohorts toward gay neighborhoods.

Generational Change in Chinese Journalism: Developing Mannheim’s Theory of Generations for Contemporary Social Conditions

This article develops Karl Mannheim’s theory of generations as a tool to analyze the profound changes that journalism is experiencing in the mainland of China. The article begins with a discussion of generational theory. It demonstrates that the development of critical journalism that occurred in the late 1990s and early 2000s was the result of a unique combination of circumstances. A range of factors, including the introduction of digital technologies and shifts in the political atmosphere, have restricted that kind of journalism. Young people entering journalism today confront different circumstances and their resultant views, as well as their journalistic activities, are significantly different, and less engaged, than those of their seniors. The article concludes by discussing the theoretical modifications which are essential to make the original theory more suitable for contemporary conditions.

CIVIL ENGAGEMENT OF YOUTH IN LOCAL SELF-GOVERNMENT IN THE CONTEXT OF GENERAL THEORY

In recent decades, there has been a clear tendency to reduce the participation of young people in political processes, which is manifested, inter alia, in the low turnout of young people in elections and a decrease in the number of young people who are members of a political party. This is especially acute at the local level, leading to a decrease in the participation of young people in resolving issues of the local community, and, as a consequence, a decrease in civic activity, the formation of protest behaviour. According to the theory of generations, this situation is typical and can be described by the generational cycle of N. Howe and W. Strauss "Rise - Awakening - Decay - Crisis". The aim of the research is to analyze the civic engagement of young people in the context of generational theory in the context of age groups. Most of the respondents consider their civic position active. The authors come to the conclusion that there are no significant differences in the civic engagement of different age groups of young people. A significant part of young people do not know about the activities of local government bodies and the directions of their work. In this regard, it is necessary to organise educational events and implement projects aimed at involving youth in the activities of local self-government bodies, for a more active participation of young people in the implementation of projects at the local level. Younger age groups of young people are more willing to organise various events aimed at meeting social needs, while older age groups either prefer to take part in such events or are limited to financial participation.