Marketing to Generation X

Business & Finance, Marketing & Sales
Cover of the book Marketing to Generation X by Karen Ritchie, Free Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Karen Ritchie ISBN: 9781439106099
Publisher: Free Press Publication: January 15, 2002
Imprint: Free Press Language: English
Author: Karen Ritchie
ISBN: 9781439106099
Publisher: Free Press
Publication: January 15, 2002
Imprint: Free Press
Language: English

As so-called baby boomers age, there has arisen a new generation to be categorized, characterized, analyzed, stereotyped, written about, targeted, and advertised and sold to. And apparently none of this can happen without first tagging it with a label. The name that seems to have stuck so far is "Generation X," taken from Douglas Coupland's 1991 novel. If nothing else, though, that label suggests an unknown quantity and emphasizes the fact that the most recent generation to come of age is more diverse and fragmented than any before. Undaunted, Ritchie, a past senior vice-president at advertising powerhouse McCann-Erickson and now responsible for media buying for General Motors, argues that marketers and advertisers have ignored differences between "X-er's" and "boomers," which they must now face up to or risk losing this newly dominant market. Traits belonging to this group worth noting, suggests Ritchie, are its diversity, fascination with interactivity, resistance to obvious or patronizing marketing appeals, uncertain future, and general resentfulness of the attention the previous generation received.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

As so-called baby boomers age, there has arisen a new generation to be categorized, characterized, analyzed, stereotyped, written about, targeted, and advertised and sold to. And apparently none of this can happen without first tagging it with a label. The name that seems to have stuck so far is "Generation X," taken from Douglas Coupland's 1991 novel. If nothing else, though, that label suggests an unknown quantity and emphasizes the fact that the most recent generation to come of age is more diverse and fragmented than any before. Undaunted, Ritchie, a past senior vice-president at advertising powerhouse McCann-Erickson and now responsible for media buying for General Motors, argues that marketers and advertisers have ignored differences between "X-er's" and "boomers," which they must now face up to or risk losing this newly dominant market. Traits belonging to this group worth noting, suggests Ritchie, are its diversity, fascination with interactivity, resistance to obvious or patronizing marketing appeals, uncertain future, and general resentfulness of the attention the previous generation received.

More books from Free Press

Cover of the book From Paralysis to Fatigue by Karen Ritchie
Cover of the book Whatever Happened to the Hall of Fame by Karen Ritchie
Cover of the book The Prize by Karen Ritchie
Cover of the book Long Drive Home by Karen Ritchie
Cover of the book And One More Thing Before You Go... by Karen Ritchie
Cover of the book The New Deal by Karen Ritchie
Cover of the book The Prostate Health Program by Karen Ritchie
Cover of the book The Real Toy Story by Karen Ritchie
Cover of the book The Seduction of Anita Sarkeesian by Karen Ritchie
Cover of the book When the Tea Party Came to Town by Karen Ritchie
Cover of the book Forces of Fortune by Karen Ritchie
Cover of the book The Great Crash Ahead by Karen Ritchie
Cover of the book From Hardtack to Homefries by Karen Ritchie
Cover of the book Plan B by Karen Ritchie
Cover of the book Sorrow's Web by Karen Ritchie
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy