| Description |
1 online resource (xvii, 266 pages) : illustrations |
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data file |
| Note |
Includes index. |
| Contents |
The generational impact on supply and demand -- Who are these people? -- Bell curves, pies, and your "best customer" -- Case study: Detroit, Japan, and the best customers for cars -- Silent virtues: a small group with its own impact -- Case study: How the "graying of America" myth will take down the assisted-living industry -- The Boomers: mass, money, and motivation -- What Boomers will buy -- Boomers will not get old -- The Boomer economy: of credit cards and gift cards -- Of course you can afford it! -- Social security and private health care: dead but not buried -- Wal-Mart hits a wall, a Great Wall -- Media's slow death: the end of marketing as we know it -- Quit picking on the Xers! -- The cause and effect of a small generation -- The X factor: where have all the workers gone? -- The Gen X labor shortage and the impact on direct mail -- Case study: How Generation X drove motorcycle sales off the cliff -- Case study: Planes stuck on the ground: a business traveler's tale -- Case study: The death of a discount store -- Stop looking in the rearview mirror! -- The great Y ahead: more of everything -- Marketing to Generation Y -- Case study: No leg to stand on: a Levi's footnote -- Schools, taxes, and the future -- Generation Y's leading legacy -- The bigotry is almost gone: a boomer's perspective -- Coming to America: melting into the world's melting pot -- Macro and micro conclusions -- Appendix A: The older generations -- Appendix B: The baby boomers -- Appendix C: Generation X -- Appendix D: Generation Y. |
| Summary |
A myth-breaking book that will redefine who marketers see as their most valuable customers. |
| Language |
English. |
| Subject |
Target marketing -- United States.
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Consumer behavior -- United States.
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Marketing research -- United States.
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Demography -- United States.
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Cibles (Marketing) -- États-Unis. |
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Consommateurs -- Comportement -- États-Unis. |
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Marketing -- Recherche -- États-Unis. |
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Démographie -- États-Unis. |
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Consumer behavior |
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Demography |
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Marketing research |
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Target marketing |
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United States |
| Added Author |
American Management Association.
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| Other Form: |
Print version: Gronbach, Kenneth W. Age curve. New York : American Management Association, ©2008 9780814401811 0814401813 (DLC) 2008014101 (OCoLC)220420350 |
| ISBN |
9780814410172 (electronic bk.) |
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0814410170 (electronic bk.) |
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9780814401811 |
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0814401813 |
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1281757861 |
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9781281757869 |
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9786611757861 |
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6611757864 |
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