The following articles provide a current perspective of the developments in this area:
Lubove, Seth (1996), "Keeping Mickey Mouse Out," Forbes, October 7, V.158, No. 8, Pg. 39.
This article discusses the proliferation of products that are targeted at children. The author recognizes the pervasiveness of messages and products that are specifically created for this target market segment.
Moukheiber, Zina (1996), "DoubleClick is watching you," Forbes, November 4, V. 158, No. 11,
Pg. 342-344.
This article profiles the new technological techniques to identify market segments. DoubleClick, Inc., is an internet advertising broker that tracks audiences web browsing behavior and attempts to develop dossiers on the basis of the sites visited. These audience profiles are subsequently used to target products/services. The article also addresses some of the ethical concerns related to this technology.
Branch, Shelly (1996), "McDonalds Strikes Out With Grownups," Fortune, November 11, V. 34, No. 9,
Pg. 157-162.
This article discusses some of McDonald's woes in targeting the adult market segment. Despite a slew of products to appeal to the baby boomer generation, the restaurant chain has learned that adults have turned finicky. Marketing research has began to give them a sense for this market segment.
