Contents

• Introduction 2
• Generation X and Generation Y 2
• ‘Differences in Generation X and Generation Y: Implications for the Organization and Marketers’ by Timothy Riesenwitz and Rajesh Iyer 3
• Critical Evaluation of the main article with the help of two other journal articles 5
• Implications of Marketing to Generation X and Generation Y 8
• Conclusion 9
• References 10

Description

This paper analyses the 2009 work of Riesenwitz and Iyer on the implications of generational differences on marketers and organizations with the help of two other scholarly articles on the topic.