Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing
Hollander, Stanley C. ; Germain, Richard
Language: English
Published by NTC Business Books, Lincolnwood, Illinois, U.S.A., 1992
- Hardcover
- Used
Seller: Gerry Mosher, Rockford, IL, U.S.A.Gerry Mosher
AbeBooks seller since October 25, 2019
Condition: Used
£ 7.80
Quantity: 1 available
Add to basketItem description from seller
Near Fine; green paper over boards with gold foil type on spine, green with gold type paper jacket is lightly scuffed, 144 pages; 64mo - up to 3" tall.
Seller Inventory # 003311
- Title
- Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing
- Author
- Hollander, Stanley C. ; Germain, Richard
- Publisher
- NTC Business Books, Lincolnwood, Illinois, U.S.A.
- Publication year
- 1992
- Condition
- Good+, dust jacket only
- Dust jacket
- Dust Jacket Included
- Binding
- Hard Cover
- Language
- English
- ISBN 10
- 0844234567
- ISBN 13
- 9780844234564
Today, the Pepsi Generation represents consumers whose purchasing power will influence market position long after they've turned 25. Not a creation of the 1960s, this group was also important to yesterday's marketers, who targeted youth as a distinct market more than a hundred years ago.
Beginning with 19th century campaigns aimed at 15-24-year-old consumers, this book traces the roots and development of youth marketing. Hollander and Germain explain how youth has been effectively - and not so effectively - reached through distinct product lines and youth-oriented advertising, contests and games, special promotions, and direct mail. This book also highlights the "youth appeal" of early campaigns, revealing how young and old - drawn by the allure or image of youth - become lifetime customers.
Early campaigns across a range of products and services - cosmetics, fashion, bridal wear, cigarettes, sporting goods, entertainment, churches, colleges, and the military - illustrate how youth marketing grew gradually during the late 19th century, took hold in the "flapper" era of the 1920s, and was a firmly established marketing practice by the beginning of World War II.
An important contribution to the field of marketing, this book will help marketers, researchers, and students understand and market successfully to today's and tomorrow's Pepsi Generations.
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
Gerry Mosher
Rockford, IL, U.S.A.
AbeBooks seller since October 25, 2019
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Bibliomaniacs has a selection of books in various subjects with lots of childrens books. Some magazines and paper ephemera.
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various subjects, magazines and ephemeraSeller's business information
Gerry Mosher
IL, U.S.A.
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