كتاب
Was there a Pepsi Generation before Pepsi discovered it?: youth-based segmentation in marketing
| العنوان: | Was there a Pepsi Generation before Pepsi discovered it?: youth-based segmentation in marketing |
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| المؤلفون: | Hollander, Stanley C., 1919- |
| المساهمون: | Germain, Richard. |
| بيانات النشر: | Chicago, Ill. : Lincolnwood, Ill. : American Marketing Association ; NTC Business Books, c1992. |
| سنة النشر: | 1992 |
| وصف مادي: | xiv, 144 p. : ill. ; 24 cm. |
| مصطلحات موضوعية: | Market segmentation -- United States -- History., Young consumers -- United States -- History., Marketing -- United States -- History., Advertising -- United States -- History., History. |
| الوصف: | "Was there a Pepsi Generation before Pepsi discovered it? Stanley Hollander and Richard Germain's fascinating look at marketing campaigns of the past reveals how early marketers identified and actively promoted their products and services to an influential market segment - youth." "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."--BOOK JACKET. |
| Original Identifier: | ocm25787187 |
| نوع الوثيقة: | Book |
| اللغة: | English |
| ردمك: | 978-0-8442-3456-4 0-8442-3456-7 |
| حقوق: | This record is part of the Harvard Library Bibliographic Dataset, which is provided by the Harvard Library under its Bibliographic Dataset Use Terms and includes data made available by, among others, OCLC Online Computer Library Center, Inc. and the Library of Congress. |
| ملاحظات: | Includes bibliographical references (p. 119-134) and index. |
| رقم الأكسشن: | edshlc.008274489.0 |
| قاعدة البيانات: | Harvard Library Bibliographic Dataset |
| ردمك: | 9780844234564 0844234567 |
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