Book description
For years, marketers have held on to unwavering beliefs that have dictated how they market to their consumers. But the hard truth is that the changes we see in marketing and business are based on one undeniable factor--the size of the generations we are selling to. As each generation ages, what they buy and how much they buy will change. Each product and service has a "best customer" that sustains a business. As these customers grow up, the smartest marketers will stay ahead of them--and their money. In The Age Curve, marketing guru Kenneth Gronbach shows executives and entrepreneurs how to anticipate this wave of predictable demand and ride it to success. Using impeccable research, Gronbach reveals how our largest generations, the Baby Boomers and Generation Y, are redefining how we market and how businesses can anticipate their needs more effectively. Complete with entertaining examples of companies like Apple who have perfected their strategies for building a loyal customer base, as well as those who haven't (Levi Strauss and Honda Motorcycle), this book will show readers: how to determine their best customers * how successful companies are earning the loyalty of Generation Y and cultivating allegiance to their products for years to come * why Generation X is a much less valuable market than any of us have been led to believe * and much more Both shocking and compelling, The Age Curve will change the way companies look at their customers and how they market to them.
Table of contents
- Copyright
- Foreword
- Introduction
- The Parade of Generations: Why Aren’t Marketers Paying Attention?
- The Older Generations
-
The Baby Boomers: The Radical-Change Generation and Its Impact on Today and Tomorrow
- 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
-
Generation X: The Outsize Expectations of a Small Generation
- 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
- Generation Y: The Giant on the Horizon
- The Generation Impact of Social Issues
- The Older Generations
- The Baby Boomers
- Generation X
- Generation Y
- About the Author
- Index
Product information
- Title: The Age Curve: How to Profit from the Coming Demographic Storm
- Author(s):
- Release date: July 2008
- Publisher(s): AMACOM
- ISBN: 9780814401811
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