Are marketing management decisions shaped during one's coming of age?
Abstract
Purpose – The purpose of this paper is to show the generational cohort gap in values and consequent decision making existing between younger and older marketing managers in Brazil. The study investigates how generational research can innovate in the analysis of marketing management decisions. The truly essential questions are, first, whether cohort analysis can help explain marketing decision contexts, and second, if older cohorts find the...
Paper Details
Title
Are marketing management decisions shaped during one's coming of age?
Published Date
Aug 1, 2008
Journal
Volume
46
Issue
7
Pages
1096 - 1110
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Notes
History