| Document Type
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BL
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| Record Number
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1015528
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| Doc. No
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b769898
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| Main Entry
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Gronbach, Kenneth W.
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| Title & Author
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The age curve : : how to profit from the coming demographic storm /\ Kenneth W. Gronbach.
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| Publication Statement
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New York :: American Management Association,, ©2008.
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| Page. NO
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1 online resource (xvii, 266 pages) :: illustrations
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| ISBN
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0814401813
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: 0814410170
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: 1281757861
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: 6611757864
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: 9780814401811
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: 9780814410172
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: 9781281757869
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: 9786611757861
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| Notes
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Includes index.
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| Contents
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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.
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| Abstract
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A myth-breaking book that will redefine who marketers see as their most valuable customers.
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| Subject
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Consumer behavior-- United States.
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Demography-- United States.
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Marketing research-- United States.
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Target marketing-- United States.
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BUSINESS ECONOMICS-- Marketing-- Research.
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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.
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| Dewey Classification
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658.8/343
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| LC Classification
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HF5415.127.G76 2008eb
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| Added Entry
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American Management Association.
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