Date of Award

2002

Document Type

Research Paper

First Advisor

Joyce Kaufman

Abstract

In this paper I will examine the relationship between generations and the evolution of marketing as evidenced by a single product, Coca Cola. I will be using statistics and generalizations made about the Baby Boomers (born 1943-1960) and the so-called Generation Xers (born 1961-1981) to display the changes marketing has undergone and to explain what attitudes have changed the direction of marketing. In order to do that, is important first to explain the context in which these generation exist, as well as the characteristics that overwhelmingly classify the people who were born into them. In order to show these changes more explicitly there will be analysis of one the greatest products ever marketed to the American public, Coca-Cola.

Download

Share

COinS