Marketing to the 90s Generation Global Data on Society, Consumption,
Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.
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10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-18
Marketing to the 90s Generation
Global Data on Society, Consumption, and Identity Anders Parment
10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-18
Marketing to the 90s Generation
90s generation Copyright © Anders Parment, 2014. marketing to the
First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–44429–5 Library of Congress Cataloging-in-Publication Data Parment, Anders, 1972– Marketing to the 90s generation : global data on society, consumption, and identity / by Anders Parment. pages cm Includes bibliographical references and index. ISBN 978–1–137–44429–5 (hardback : alk. paper) 1. Young adult consumers. 2. Generation Y. 3. Marketing. I. Title. HF5415.332.Y66P37 2014 658.89343—dc23
2014025177
A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: December 2014 10 9 8 7 6 5 4 3 2 1
10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-18
All rights reserved.
List of Figures
vii
List of Tables
xiii xv
Preface 1 The 90s Generation
1
2 Introduction to Generational Studies
29
3 The 90s Generation and Society
59
4 The Market Environment
89
5 The Cultural Environment
129
6 The 90s Generation as Consumers and Coworkers
147
Appendix: Methodological Considerations
163
Notes
167
References
169
Index
181
10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-18
Contents
10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-18
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10.1057/9781137440785 - Marketing to the 90s Generation, Anders Parment
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