The article is devoted to the sustainability of segments of information B2B markets in the context of the functional level of marketing activities: segmentation, selection of target segments, positioning. The features of information B2B markets, such as the propensity to change and the dependence of the consumer behavior of client companies on the consumer behavior of users of information products, are considered. The concept of segment stability is considered - its essence, its place in segmentation, its role in the selection of target segments. On the example of the market of legal reference systems, the perception of information products by users in the context of generations and in comparison with their positioning is considered. A hypothesis is formulated about the factors that determine the sustainability of users' perception of information products.
information market, B2B market, functional level of marketing, segmentation, segment stability, positioning, perception evaluation, generation
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