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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About the author

Anders Parment is Associate Professor/Strategy Consultant at Stockholm University's Business School, Sweden.

Bibliographic Information

Book Title: Marketing to the 90s Generation
Book Subtitle: Global Data on Society, Consumption, and Identity
Authors: Anders Parment
DOI: https://doi.org/10.1057/9781137440785
Publisher: Palgrave Macmillan New York
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Nature America Inc. 2014
Hardcover ISBN: 978-1-137-44429-5Published: 17 December 2014
Softcover ISBN: 978-1-349-49560-3Published: 19 December 2015
eBook ISBN: 978-1-137-44078-5Published: 17 December 2014
Edition Number: 1
Number of Pages: XXI, 185
Topics: Marketing, International Business, Market Research/Competitive Intelligence, International Economics

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Table of contents (6 chapters)

Front Matter

The 90s Generation

Introduction to Generational Studies

The 90s Generation and Society

The Market Environment

The Cultural Environment

The 90s Generation as Consumers and Coworkers

Back Matter

About this book