Citation
Leventhal, R.C. (2012), "Editorial", Journal of Consumer Marketing, Vol. 29 No. 2. https://doi.org/10.1108/jcm.2012.07729baa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited
Editorial
Article Type: Editorial From: Journal of Consumer Marketing, Volume 29, Issue 2
We are quite familiar with the fact that there is a definite challenge in trying to succeed in the marketplace, but we have now reached a point-in-time that it is necessary that we thoroughly understand each and every segment of our population (which is also reflected in the global marketplace). Case in point-“The Millennial” generation that is now becoming a dominant factor in the overall population. These are young adults who have grown up with personal computers, the internet, “Smart” cell phones, Twitter, Facebook, text messaging, etc. These individuals have different communication habits, learning styles and interests and values than previous generations of consumers. Thus, we face a formidable challenge in trying to offer products/services, provide the correct pricing, communications, and distribution so as to gain a positive share of this marketplace.
Richard C. Leventhal