Marketers label the generations using birth years and age ranges. The following document lists generation titles and profiles from: American Generations: Who they are and how they live, 8th ed., 2013. Ithaca, NY: New Strategist Publication, Inc. Click here to access this eBook from the library catalog
The pages in this guide provide library resources to help you find information on the four Cs: Context (Environment), Customer, Company and Competition.
Context provides industry reports that provide insights into the broader business environment
Customer/consumer-- market research data on demographic, lifestyle, & product purchases
Company and competition -- business profiles and SWOT reports
Article databases: create keyword searches to find trade (e.g. Advertising Age), business (e.g. Bloomberg Businessweek) and popular magazine (e.g. Consumer Reports) articles and reports on the four C’s as well as the four P’s-- Product, Price, Place, and Promotion
Image from Essentials of Marketing by Perreault, Cannon, and McCarthy (c) 2019, McGraw-Hill.