Introduction to Generational Studies

Anders Parment

Chapter 2 in Marketing to the 90s Generation, 2014, pp 29-58 from Palgrave Macmillan

Abstract: Abstract This chapter gives a background to the research foundation of the book. The need for generational studies for a variety of purposes will be framed in and thus employers, marketers, politicians, policy makers, unions, schools, churches, etc., will recognize the importance of understanding generational cohorts. Insights that make readers understand how a generational cohort is shaped and what it means in a variety of applications will be presented in the chapter. Hence, well-founded decisions can be made by managers.

Keywords: Generational Study; Baby Boomer; Global Survey; Metro Area; Generational Cohort (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44078-5_2

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DOI: 10.1057/9781137440785_2

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