Current Events

Chapter 6

The following articles provide a current perspective of this area:

Smith, J.W. and Clurman A. (1997), "Generational Marketing," Inc. Magazine, April, 87.

This article discusses marketing based on generational characteristics and common mistakes made regarding generations in marketing planning. The article also recognizes the traits associated with the major generational classifications of Matures, Boomers, and X-ers. The authors maintain that optimal product and service offerings are possible only by understanding the motivations of the customer and how they are tied to the underlying values of their generation.

 

Stripp, David (1996), "Why People Often Act Like Sheep: The Theory of Fads," Fortune, October 14, 49-52.

This article discusses "fads’ a phenomenon that has intrigued researchers for a long time. While recognizing the rational human argument an attempt is made at explaining this phenomena of fads. It puts forth the incomplete information as a potential explanation. The article also discusses the theory of informational cascades as it relates to fads.