Was there a Pepsi generation before Pepsi discovered it?: youth-based segmentation in marketing
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Lincolnwood, Ill.
NTC Business Books
1992
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 144 S. Ill. |
| ISBN: | 0844234567 |
Staff View
MARC
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| 245 | 1 | 0 | |a Was there a Pepsi generation before Pepsi discovered it? |b youth-based segmentation in marketing |c Stanley C. Hollander ; Richard Germain |
| 264 | 1 | |a Lincolnwood, Ill. |b NTC Business Books |c 1992 | |
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| 650 | 4 | |a Market segmentation |z United States |x History | |
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Record in the Search Index
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|---|---|
| adam_text | CONT6NTS
i i
Foreword viii
Rcknouuledgments x
Introduction xii
chrptcr ON6 The Study of Vouth Marketing 1
Defining Youth 5
Our Resources 7
CHflPTeR tluo fl Historu of Marketing to 11
Vouth: 1880 1940
Youth as a Legitimate
Market 11
Youth as Future
Consumers 17
Youth Influence 18
The College Market 24
vi Contents
chrptgr THRee €arlu Promotional Practices 27
Advertising 29
Educational Campaigns 41
Contests/Games 45
Special Promotions 46
Direct Mail 47
cHflpTGR four Price and Distribution 49
Distribution 51
Retail Sectionalization 52
CHflPTeR fiv€ Special Product Design 55
Bridal Trade 56
Sporting Goods and
Athletics 57
Military Trade 60
Apparel 60
Movies 65
Music 69
Dance Halls 71
Magazines 72
CHRPT6R six The Cultivation of Vouth bu 75
Nonprofit Organizations
The American YMCA 77
Churches 78
Colleges and Universities 80
Public School Support 85
Noncollegial Fraternal and
Sororial Associations 86
Military Recruiting 87
Public Libraries 92
Contents vii
chrptcr 5€V€N What Does it fill Mean? 95
Attention Devoted to
Youth 97
Youth Movements 98
Cohort Theory Versus Youth
Influence 100
Difficulty and Ease of Youth
Marketing 102
Consumption and Youth
Marketing 105
Segmentation Versus
Differentiation 108
Implications for Marketing to the
Elderly 110
Adoption of Youth Marketing
Strategies 113
Conclusion 117
References 119
Index 135
|
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| discipline | Wirtschaftswissenschaften |
| era | Geschichte 1880-1940 gnd |
| era_facet | Geschichte 1880-1940 |
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| isbn | 0844234567 |
| language | English |
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| spelling | Hollander, Stanley C. 1919- Verfasser (DE-588)118979833 aut Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing Stanley C. Hollander ; Richard Germain Lincolnwood, Ill. NTC Business Books 1992 XIV, 144 S. Ill. txt rdacontent n rdamedia nc rdacarrier Geschichte 1880-1940 gnd rswk-swf Jongeren gtt Marketing gtt Geschichte Advertising United States History Market segmentation United States History Marketing United States History Young consumers United States History Marketing (DE-588)4037589-4 gnd rswk-swf Jugend (DE-588)4028859-6 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Jugend (DE-588)4028859-6 s Marketing (DE-588)4037589-4 s Geschichte 1880-1940 z DE-604 Germain, Richard Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003896576&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hollander, Stanley C. 1919- Germain, Richard Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing Jongeren gtt Marketing gtt Geschichte Advertising United States History Market segmentation United States History Marketing United States History Young consumers United States History Marketing (DE-588)4037589-4 gnd Jugend (DE-588)4028859-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4028859-6 (DE-588)4078704-7 |
| title | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing |
| title_auth | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing |
| title_exact_search | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing |
| title_full | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing Stanley C. Hollander ; Richard Germain |
| title_fullStr | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing Stanley C. Hollander ; Richard Germain |
| title_full_unstemmed | Was there a Pepsi generation before Pepsi discovered it? youth-based segmentation in marketing Stanley C. Hollander ; Richard Germain |
| title_short | Was there a Pepsi generation before Pepsi discovered it? |
| title_sort | was there a pepsi generation before pepsi discovered it youth based segmentation in marketing |
| title_sub | youth-based segmentation in marketing |
| topic | Jongeren gtt Marketing gtt Geschichte Advertising United States History Market segmentation United States History Marketing United States History Young consumers United States History Marketing (DE-588)4037589-4 gnd Jugend (DE-588)4028859-6 gnd |
| topic_facet | Jongeren Marketing Geschichte Advertising United States History Market segmentation United States History Marketing United States History Young consumers United States History Jugend USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003896576&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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