Defining Markets, Defining Moments : America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care

Defining Markets, Defining Moments : America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care

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  • 製本 Hardcover:ハードカバー版／ページ数 363 p.
  • 言語 ENG
  • 商品コード 9780764553943
  • DDC分類 658.8

Full Description


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."

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.