| Description |
xvii, 266 pages : illustrations ; 24 cm |
| Note |
Includes index. |
| Contents |
Foreword -- Introduction -- A word from the author -- pt. 1. The parade of generations : why aren't marketers paying attention? -- 1. The generational impact on supply and demand -- 2. Who are these people? -- 3. Bell curves, pies, and your "best customer" -- 4. Case study : Detroit, Japan, and the best customers for cars -- pt. 2. The older generations -- 5. Silent virtues : a small group with its own impact -- 6. Case study : How the "graying of America" myth will take down the assisted-living industry -- pt. 3. The baby boomers : the radical-change generation and its impact on today and tomorrow -- 7. The Boomers : mass, money, and motivation -- 8. What Boomers will buy -- 9. Boomers will not get old -- 10. The Boomer economy : of credit cards and gift cards -- 11. Of course you can afford it! -- 12. Social security and private health care : dead but not buried -- 13. Wal-Mart hits a wall, a Great Wall -- 14. Media's slow death : the end of marketing as we know it -- |
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pt. 4. Generation X : the outsize expectations of a small generation -- 15. Quit picking on the Xers! -- 16. The cause and effect of a small generation -- 17. The X factor : where have all the workers gone? -- 18. The Gen X labor shortage and the impact on direct mail -- 19. Case study : How Generation X drove motorcycle sales off the cliff -- 20. Case study : Planes stuck on the ground: a business traveler's tale -- 21. Case study : The death of a discount store -- pt. 5. Generation Y : the giant on the horizon -- 22. Stop looking in the rearview mirror! -- 23. The great Y ahead : more of everything -- 24. Marketing to Generation Y -- 25. Case study : No leg to stand on: a Levi's footnote -- 26. Schools, taxes, and the future -- 27. Generation Y's leading legacy -- pt. 6. The generation impact of social issues -- 28. The bigotry is almost gone : a boomer's perspective -- 29. Coming to America : melting into the world's melting pot -- 30. Macro and micro conclusions -- Appendix A : The older generations -- Appendix B : The baby boomers -- Appendix C : Generation X -- Appendix D : Generation Y -- Index -- About the author. |
| 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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| Added Author |
American Management Association.
|
| ISBN |
9780814401811 |
|
0814401813 |
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