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Marketing to Generation X
by Karen Ritchie
ISBN: 0029265452
ISBN-13: 9780029265451
Format: Hardcover
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Bibliographic Details
Publisher: Simon & Schuster
Published date: 1995
Size: 6.5 x 9.5 inches
Weight: 0.95 pounds
Publisher's Notes
For decades, advertisers have pitched their ads toward Baby Boomers, the great demographic bubble of affluent individuals born between 1946 and 1964. As Boomers became advertising and media executives themselves, this trend was reinforced. But this emphasis on Baby Boomers to the exclusion of all others marginalized a group whos purchasing dollar is becoming more powerful every year -- Generation X. Advertisers and marketers can no longer afford to ignore this group, nor to appeal to Xers with warmed-over Boomer campaigns. Sixty-five million adult "Xers" came of age in a world radically different from the one that Boomers inherited. The decline of the economy and upsurge of divorce have made Xers more sober and cynical, yet more flexible and less ideological, about the definition of "family." Although jaded by the materialistic '80's, they are on the whole much more comfortable with interactivity and other sophisticated technology than Boomers. Although disillusioned by the Boomer swing from activism in the '60's to status in the '80's, they are more tolerant of diversity and experiment than their forebears. Karen Ritchie, a pioneer in marketing to Xers, has produced the first serious introduction to Generation X for the advertiser. Ritchie begins by showing the significant statistical and demographic differences between Xers and Boomers in income, education, occupation, and rates of marriage and divorce. Next, she shows how the unprecedented ethnic diversity of Generation X shapes the attitudes and expectations of the group as a whole. Ritchie then takes us on a guided tour of the cultural influences that have brought Xers into adulthood, from MTV and infotainment to E-mail. Finally, Ritchie examines the buying tastes and habits of Generation X, noting that they are above all savvy, cost-conscious, and skeptical of "hype." Advertisers should embrace Generation X -- indeed they must, if they hope to survive into the next century. But in so doing, Ritchie suggests, they must modify existing advertising strategies to move away from Boomer fantasies and from the intrusive stereotypes that dominate current attempts to reach Generation X. They need to develop more realistic strategies that recognize both that generation's economic clout and its impact on marketing today.
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Marketing to Generation X: Strategies for a New Era
Ritchie, Karen
Free Press. Hardcover. 0029265452 A wonderful copy with some minor edgewear to the cover. Dust Jacket has some edgewear present. 1995 Free Press Hard Cover . Very Good. 1995. ( more information) Offered by Seashellbooks.com, Inc. (United States)
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2)
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Marketing to Generation X: Strategies for a New Era
Ritchie, Karen
Free Press. Hardcover. 0029265452 A wonderful copy with some minor edgewear to the cover. Dust Jacket has some edgewear present. 1995 Free Press Hard Cover . Very Good. 1995. ( more information) Offered by Seashellbooks.com, Inc. (United States)
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3)
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Marketing to Generation X: Strategies for a New Era
Karen Ritchie
Free Press. Used - Good. Shows some signs of wear, and may have some markings on the inside. 100% Money Back Guarantee. Shipped to over one million happy customers! Your purchase benefits world literacy! ( more information) Offered by Better World Books (United States)
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5)
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Marketing to Generation X
Ritchie, Karen
New Britian, Connecticut, U.S.A.: Lexington Books, 1995. very good hardcover in very good dustjacket, remainder mark, BE504840. 4th Print. Hard Cover. Very Good/Very Good. ( more information) Offered by BookCollector.net (United States)
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6)
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Marketing to Generation X: Strategies for a New Era
Karen Ritchie
Free Press, 1995-03-01. Hardcover. Like New. Excellent clean condition! Cover may have some minor shelf wear. 90% of all orders ship within 24 hours. All orders ship in secure bubble packs. Free tracking on all domestic orders. Your satisfaction is guaranteed! ( more information) Offered by Friends Book Sale, LLC (United States)
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7)
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Marketing to Generation X: Strategies for a New Era
Ritchie, Karen
Free Press. Hardcover. 0029265452 Very good in Very good edgenicked dust jacket. 3rd printing. ...Experience, Quality, Value.... . Very Good. ( more information) Offered by Robinson Street Books (United States)
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8)
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Marketing to Generation X Strategies for a New Era
Ritchie, Karen
New York: Free Press. Very Good in Very Good dust jacket. 1995. Second Printing. Hardcover. 0029265452 . hbdj,light wear/soil,pgs clean/white; 8vo 8" - 9" tall; 177 pages . ( more information) Offered by BG Media (United States)
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9)
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Marketing to Generation X: Strategies for a New Era
Ritchie, Karen
Free Press. Hardcover. 0029265452 SIGNED copy. Inscribed at end of forward: "To Terri, All the best. The future is now! Bob Guccione, Jr." Inscribed on front paper: "Terri, warm regards, Karen Ritchie." This is an outstanding copy in bookstore condition. Pristine-clean and crisp pages. Any signs of handling are only visible through very close inspection. A beautiful book. . Fine. ( more information) Offered by Woodward Books (United States)
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Marketing to Generation X: Strategies for a New Era
Ritchie, Karen
Free Press. Hardcover. 0029265452 New with very slight shelf wear from time on shelf (like you'd see at a major chain). We ship daily, provide personalized customer service and want you to have a great experience purchasing from us. Thank you for your consideration. . New. ( more information) Offered by BennettBooksLtd (United States)
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