Booktopia has been placed into Voluntary Administration. Orders have been temporarily suspended, whilst the process for the recapitalisation of Booktopia and/or sale of its business is completed, following which services may be re-established. All enquiries from creditors, including customers with outstanding gift cards and orders and placed prior to 3 July 2024, please visit https://www.mcgrathnicol.com/creditors/booktopia-group/
Add free shipping to your order with these great books
Marketing to Generation X - Karen Ritchie

Marketing to Generation X

By: Karen Ritchie

eBook | 13 February 2024

At a Glance

eBook


RRP $24.19

$19.99

17%OFF

Instant Digital Delivery to your Booktopia Reader App

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.

on

More in Sales & Marketing

Marketing High Technology : An Insider's View - William H. Davidow

eBOOK

On Great Service : A Framework for Action - Leonard L. Berry

eBOOK

RRP $37.39

$29.99

20%
OFF
Marketing to Generation X - Karen Ritchie

eBOOK

RRP $24.19

$19.99

17%
OFF
Service Breakthroughs - James L. Heskett

eBOOK