Beyond Demographic Boundary: Determining Generational Values by Cohorts

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Beyond Demographic Boundary: Determining Generational Values by Cohorts

This study use sociological theories of generations to identify generational cohorts for market segmentation. These theories are predominantly used in the West, hence little is known about their relevance in emerging markets, such as Malaysia. Past studies have mostly borrowed cohort labels fr...

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Bibliographic Details
Main Authors:	Ernest Cyril, de Run, Hiram, Ting
Format:	Proceeding
Language:	English
Published:	2014
Subjects:	HM Sociology
Online Access:	http://ir.unimas.my/id/eprint/8617/ http://ir.unimas.my/id/eprint/8617/1/Beyond%20Demographic%20Boundary%20Determining%20Generational%20Values%20by%20Cohorts%20%28abstract%29.pdf

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