Generation X women

Iain Ellwood and Sheila Shekar

Chapter 5 in Wonder Woman, 2008, pp 111-126 from Palgrave Macmillan

Abstract: Abstract Generation X women exhibit specific secondary characteristics in addition to the primary characteristics all women possess. Generation X women are independent and more conventional in their attitudes. They try to balance traditional and modern lifestyles. They have a strong sense of responsibility and are often described as part of the “Lost Generation.” These women are more serious than Generation Y women and marketers need to emphasize reality to these women rather than utopian futures.

Keywords: Advertising Campaign; Television Advertisement; Great Brand; Celebrity Endorsement; Partner Brand (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59403-6_6

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230594036

DOI: 10.1057/9780230594036_6

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().