Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing
Stanley C. Hollander et Richard Germain
Language: English
Published by McGraw-Hill Contemporary, 1992
- Hardcover
- Used
Condition: Used - Near fine
£ 3.27
Quantity: 1 available
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Ancien livre de bibliothèque. Traces d'usure sur la couverture. Couverture légèrement déchirée. Edition 1992. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Signs of wear on the cover. Slightly torn cover. Edition 1992. Ammareal gives back up to 15% of this item's net price to charity organizations.
Seller Inventory # F-048-190
- Title
- Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing
- Author
- Stanley C. Hollander et Richard Germain
- Publisher
- McGraw-Hill Contemporary
- Publication year
- 1992
- Condition
- Bon
- Binding
- Hardcover
- 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.
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