Defining Markets, Defining Moments : America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care
If you could buy a book that would predict the buying behavior of millions of people, you'd buy it, right? "Defining Markets, Defining Moments" explains the author's concept of cohort marketing, "an extremely focused approach of generational marketingthat enables managers, salespeople, and marketing specialists to understand and predict a generation's particular attitudes, desires, preferences and buying behaviors - even when they enter new lifestages. The book outlines the seven generational groups that are currently affecting the marketplace - and the new ones that are emerging. And it presents new marketing models and practical advice, based on the author's experience with Fortune 500 companies, for tapping the minds, and pocketbooks, of various age groups. The text discusses key physical, socioeconomic, and emotional factors that influence a particular generation's behavior or profile."
- Hardback | 384 pages
- 165.4 x 243.3 x 34.8mm | 712.15g
- 15 Dec 2001
- John Wiley & Sons Inc
- Hungry Minds Inc,U.S.
- Foster City, United States
About Geoffrey E. Meredith
Geoffrey E. Meredith is a former SVP at Ogilvy & Mather Advertising. He is the founder of Lifestage Matrix Marketing (R) , whose clients have included Coca--Cola, Kellogg's, Kodak, Levi's, Nestle, Viacom, and many other Fortune 500 companies. Additionally, he has authored numerous articles on marketing, and has a BA from Princeton and an MBA from Stanford. Charles Schewe is Professor of Marketing at the Isenberg School of Management, University of Massachusetts at Amherst and Principal of Lifestage Matrix Marketing. His clients include Kmart, IBM, Spalding Sports Worldwide, Nabisco, and Lucky Stores. He has written ten books, including The Portable MBA in Marketing. Dr. Schewe has a BA and MBA from Michigan and a PhD from the Kellogg School of Management at Northwestern. Janice Karlovich is a veteran journalist and marketing communications writer. Lifestage Matrix Marketing, headquartered in Lafayette, CA, and Amherst, MA, specializes in strategic planning and marketing consulting based on cohort and lifestage analysis. For consulting information, contact Geoff Meredith at 925--283--4806. For speaking engagements, contact Dr. Schewe at 413--256--0914 or access their website: www.Lifestagemarketing.com.
Table of contents
About the Authors. Prologue. 1. Toward a New Era of Marketing. 2. What Makes Us Tick: Using the Lifestage Analytic Matrix . 3. The Depression Cohort. 4. The World War II Cohort. 5. The Postwar Cohort. 6. The Leading--Edge Baby Boomer Cohort. 7. The Trailing--Edge Baby Boomer Cohort. 8. The Generation X Cohort. 9. The N Generation Cohort. 10. Taking Generational Cohort Analysis Global. Epilogue. Index.
"...does a good job of helping marketers do the right kind of homework before and as they prepare their products for market..."(Journal of Consumer Marketing, Vol.20, No.21, 2003)