Marketing to the baby bust generation

Abstract

Examines the implications of the Baby Bust generation, the post baby boom generation of American society, on marketing. Describes the Baby Bust generation and provides the authors′ views of the marketing implications resulting from this phenomenon. Also provides recommendations to marketers on how better to market to the Baby Bust generation.

Citation

Herbig, P., Koehler, W. and Day, K. (1993), "Marketing to the baby bust generation", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 4-9. https://doi.org/10.1108/07363769310026520