GM marketing chief sees affordability as thorn in Generation X wallets

Wernle, Bradford
January 1995
Automotive News;1/9/1995, Vol. 69 Issue 5586, p3
Trade Publication
Reports on General Motors marketing head Ronald Zarella's call for the American automobile industry to take a look at the issue of affordability as it pertains to Generation X, a segment of the American population composed of people in their 20s. Impact of Generation X's definition of affordability on the kinds of cars the industry produces; Nike Inc.'s marketing strategies.


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