Marketing to Generation X

Marketing to Generation X

2.87 (8 ratings by Goodreads)
  • Electronic book text
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Description

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.
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Product details

  • Electronic book text
  • The Free Press
  • United States
  • 1439106096
  • 9781439106099

Review quote

David Verklin Executive Vice President and Managing Director, Hal Riney & Partners, Inc. "Marketing to Generation X" is a must-read for any professional who hopes to effectively target and communicate with the massive Generation X market. Karen takes us through her own journey as a Baby Roomer grappling with issues of a skeptical, pragmatic, street wise, and suspicious Generation X. David Lauren Publisher/Editor-in-Chief, "Swing Magazine" As a Publisher and Editor-in-Chief of a magazine targeting today's young adults -- and as a "twentysomething" myself -- I have done an enormous amount of reading about and research on the elusive "Generation X" market. Karen Ritchie, however, has written a book that provides new, insightful, and useful information on the subject. And, she has done so in an entertaining and easy manner. It's no surprise that the person who first told marketers to pay attention to my generation's growth and power is still on the forefront when it comes to their needs, interests, and concerns. Julie Lewit-Nirenberg Publisher, "Mademoiselle" After all the books on the subject that were longer on attitude and anecdotes than facts, "Marketing to Generation X" is a welcome relief. Karen Ritchie has done her homework and everyone who has anything to sell had better pay attention or miss out on the largest generation of young adults this country has ever produced. Carolyn Vesper Senior Vice President and Associate Publisher, "USA Today""Marketing to Generation X" should be required reading for anyone who manufactures, markets, or sells anything. Drew C. Massey Founder, "P.O.V. Magazine""Marketing to Generation X" is unequivocally the final word on media and my peers.
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Rating details

8 ratings
2.87 out of 5 stars
5 0% (0)
4 25% (2)
3 50% (4)
2 12% (1)
1 12% (1)
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