Some marketers feel that grouping consumers into age cohorts like Millennials, baby boomers, and so forth, results

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Some marketers feel that grouping consumers into age cohorts like Millennials, baby boomers, and so forth, results in unreliable generalizations and that such strategies might not be successful. Give the pros and cons of this argument.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0078028977

10th Edition

Authors: George Belch, Michael Belch

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Question Posted: Jan 14, 2015 09:39 AM

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Some marketers feel that grouping consumers into age cohorts like Millennials, baby boomers, and so forth, results

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This chapter discusses the strategy of segmentation whereby groups exhibiting common characteristics ...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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