Marketing, successi, generazioni

Translated title of the contribution: [Autom. eng. transl.] Marketing, successes, generations

Stefano Gnasso

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] We can consider the media products of success, as narratives, emergencies of a collective imagination that, on the one hand, takes into account the socio-cultural change but, on the other hand, is based on an element of solidity and continuity rooted in generational identities . In this way, analyzing successful cultural products can be very useful for identifying trends that, in the new market logic, should not be considered as simple temporary fads that impregnate society with their "innovation" and then disappear in a short time ; the trend life cycle must be more complex to obtain this title. Through early interpretation companies can understand, or even hypothesize, towards which horizons consumers, as social individuals, are moving.
Translated title of the contribution[Autom. eng. transl.] Marketing, successes, generations
Original languageItalian
Title of host publicationSuccessi culturali e pubblici generazionali
Pages221-233
Number of pages13
Publication statusPublished - 2007

Keywords

  • Italiano

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