Ikram, S. M. M.; Tajbhoy, Murtaza A.; Hassanally, Sarah; Perera, Surani
(Faculty of Management & Finance, University of Colombo, 2021-12)
This article is a critique of the application of generational labels in marketing, beginning
with a review of the concept of cohorts and generations from sociology, followed by an
appraisal of contemporary scholarship ...