A01=Karen Ritchie
accounting
advertising and promotion
Author_Karen Ritchie
branding marketing
business plan
business strategies
business success
businesspeople
Category=KJ
consumer behavior
customer relations
direct sales
education
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
financial
generation x
investment
marketing to gen x
new business enterprises
online business
product
profitable
sale
salesman
starting a business
Product details
- ISBN 9780743236584
- Weight: 243g
- Dimensions: 152 x 229mm
- Publication Date: 15 Jan 2002
- Publisher: Simon & Schuster
- Publication City/Country: US
- Product Form: Paperback
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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.
Karen Ritchie is Executive Vice-President / Managing Director at General Motors Mediaworks. She lives near Detroit, Michigan.
