Marketing To Generation X
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| Author | : Karen Ritchie |
| Publisher | : Free Press |
| Total Pages | : 0 |
| Release | : 2002-01-15 |
| Genre | : Business & Economics |
| ISBN | : 9780743236584 |
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.
| Author | : Jeff Fromm |
| Publisher | : AMACOM |
| Total Pages | : 220 |
| Release | : 2013-07-10 |
| Genre | : Business & Economics |
| ISBN | : 0814433235 |
Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them. Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they: Value social networking and aren't shy about sharing opinions Refuse to remain passive consumers but expect to participate in product development and marketing Demand authenticity and transparency Are highly influential, swaying parents and peers Are not all alike; therefore, understanding key segments is invaluable Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.
| Author | : Jeff Fromm |
| Publisher | : AMACOM |
| Total Pages | : 247 |
| Release | : 2018-03-26 |
| Genre | : Business & Economics |
| ISBN | : 0814439284 |
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
| Author | : Karen Ritchie |
| Publisher | : Simon and Schuster |
| Total Pages | : 277 |
| Release | : 2002-01-15 |
| Genre | : Business & Economics |
| ISBN | : 1439106096 |
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.
| Author | : Jeff Fromm |
| Publisher | : AMACOM |
| Total Pages | : 268 |
| Release | : 2015-08-19 |
| Genre | : Business & Economics |
| ISBN | : 0814436595 |
While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood. Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to: Enlist Millennial parents as co-creators of brands and products * Promote purpose beyond the bottom line * Cultivate shareability * Democratize customer experience * Integrate technology * Develop content-driven campaigns that speak to Millennials * And more A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household-and connect with these critical consumers in the complex participation economy.
| Author | : Joeri Van Den Bergh |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 288 |
| Release | : 2013-03-03 |
| Genre | : Business & Economics |
| ISBN | : 074946805X |
How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.
| Author | : Ada Calhoun |
| Publisher | : Grove Press |
| Total Pages | : 243 |
| Release | : 2020-01-07 |
| Genre | : Family & Relationships |
| ISBN | : 0802147860 |
The acclaimed author explores the hidden crises of Gen X women in this “engaging hybrid of first-person confession, reportage [and] pop culture analysis” (The New Republic). Ada Calhoun was married with children and a good career—and yet she was miserable. She thought she had no right to complain until she realized how many other Generation X women felt the same way. What could be behind this troubling trend? To find out, Calhoun delved into housing costs, HR trends, credit card debt averages, and divorce data. At every turn, she saw that Gen X women were facing new problems as they entered middle age—problems that were being largely overlooked. Calhoun spoke with women across America who were part of the generation raised to “have it all.” She found that most were exhausted, terrified about money, under-employed, and overwhelmed. And instead of being heard, they were being told to lean in, take “me-time,” or make a chore chart to get their lives and homes in order. In Why We Can’t Sleep, Calhoun opens up the cultural and political contexts of Gen X’s predicament. She offers practical advice on how to ourselves out of the abyss—and keep the next generation of women from falling in. The result is reassuring, empowering, and essential reading for all middle-aged women, and anyone who hopes to understand them.
| Author | : Douglas Coupland |
| Publisher | : Macmillan |
| Total Pages | : 200 |
| Release | : 1991 |
| Genre | : Fiction |
| ISBN | : 9780312054366 |
Three twenty-something young adults, working at low-paying, no-future jobs, tell one another modern tales of love and death.
| Author | : J. Walker Smith |
| Publisher | : Harper Collins |
| Total Pages | : 414 |
| Release | : 2010-12-28 |
| Genre | : Business & Economics |
| ISBN | : 0062039075 |
For almost forty years, Yankelovich Partners has helped America's biggest companies understand and reach their customers. Their breakthrough MONITOR studies-annual surveys that analyze the values, beliefs, attitudes, and expectations that shape consumer decisions-not only pinpoint current trends, but predict where the market will be in the future. Rocking the Ages: The Yankelovich Report on Generational Marketing (HarperBusiness; May 21, 1997) by J. Walker Smith and Ann Clurman turns the spotlight on America's "generation gap" and transforms what was born as a political and social rallying cry into a sound foundation for profitable marketing. Defining the essence of three generations-the Matures (born between 1909-1945), the Baby Boomers (1946-1964), and the Generation-Xers (1965-1978)-it explores in telling detail the experiences, life skills, values, personal and professional aspirations, likes and dislikes, and hopes and fears that distinguish each generation. Drawing on this unprecedented data, it elucidates how and why each generation reacts to a vast range of marketplace issues-including technology and cyberspace, healthcare and fitness, media and entertainment, retailing and financial services. From highlighting generational differences regarding such basic concepts as work itself-Matures regard it as an inevitable obligation, Boomers as an opportunity for self-fulfillment, and Xers as simply a paycheck-and gratification-delayed by Matures, demanded instantaneously by Boomers, "virtual" in the case of most Xers-to describing the widely differing versions of the American Dream each generation harbors, Rocking the Ages offers invaluable insights into how to market a product or service to reach one, two, or all three generations.
| Author | : James Emery White |
| Publisher | : Baker Books |
| Total Pages | : 231 |
| Release | : 2017-01-17 |
| Genre | : Religion |
| ISBN | : 1493406434 |
Move over Boomers, Xers, and Millennials; there's a new generation--making up more than 25 percent of the US population--that represents a seismic cultural shift. Born approximately between 1993 and 2012, Generation Z is the first truly post-Christian generation, and they are poised to challenge every church to rethink its role in light of a rapidly changing culture. From the award-winning author of The Rise of the Nones comes this enlightening introduction to the youngest generation. James Emery White explains who this generation is, how it came to be, and the impact it is likely to have on the nation and the faith. Then he reintroduces us to the ancient countercultural model of the early church, arguing that this is the model Christian leaders must adopt and adapt if we are to reach members of Generation Z with the gospel. He helps readers rethink evangelistic and apologetic methods, cultivate a culture of invitation, and communicate with this connected generation where they are. Pastors, ministry leaders, youth workers, and parents will find this an essential and hopeful resource.
