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It's not often a significant marketing book is published. I've often recommended that marketers read selectively in business history and management, because books that claim to help marketers (such as Faith Popcorn's) seldom deliver the goods. This new book is easy to follow and the distinction among boomers, matures, and x-ers is argued quite well. It matters little whether Ted Bundy is an x-er icon or Mel Torme is a matures icon -- these points are fun to dispute. But the point aptly driven home is that some of the most significant differences in consumer marketing today are generational.
Michael Pellecchia writes about business and finance books each month He can be reached at michael_pellecchia@bookpage.com.
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