The age curve : how to profit from the coming demographic storm / Kenneth W. Gronbach.

A myth-breaking book that will redefine who marketers see as their most valuable customers.

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Bibliographic Details
Main Author:	Gronbach, Kenneth W.
Corporate Author:	American Management Association
Format:	eBook
Language:	English
Published:	New York : American Management Association, ©2008.
Subjects:	Target marketing > United States. Consumer behavior > United States. Marketing research > United States. Demography > United States. BUSINESS & ECONOMICS > Marketing > Research. Consumer behavior Demography Marketing research Target marketing United States
Online Access:	Click for online access

Table of Contents:

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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