The Age Curve: How to Profit from the Coming Demographic Storm

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AMACOM Div American Mgmt Assn, Jun 25, 2008 - Business & Economics - 288 pages
3 Reviews
For years, marketers have held on to unwavering beliefs that have dictated how they market to their consumers. But the hard truth is that the changes we see in marketing and business are based on one undeniable factor—the size of the generations we are selling to. As each generation ages, what they buy and how much they buy will change. Each product and service has a “best customer” that sustains a business. As these customers grow up, the smartest marketers will stay ahead of them—and their money. In The Age Curve, marketing guru Kenneth Gronbach shows executives and entrepreneurs how to anticipate this wave of predictable demand and ride it to success. Using impeccable research, Gronbach reveals how our largest generations, the Baby Boomers and Generation Y, are redefining how we market and how businesses can anticipate their needs more effec­tively. Complete with entertaining examples of companies like Apple who have perfected their strategies for building a loyal customer base, as well as those who haven’t (Levi Strauss and Honda), this book will show readers: how to determine their best customers • how successful companies are earning the loyalty of Generation Y and cultivating allegiance to their products for years to come • why Generation X is a more valuable market than any of us have been led to believe • and much moreBoth shocking and compelling, The Age Curve will change the way companies look at their customers and how they market to them.
 

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User Review  - Stbalbach - LibraryThing

Generational theory has become widespread in America, most famously pioneered by William Strauss and Neil Howe. It is common with marketing consultants, since GT can predict trends, there is a lot of ... Read full review

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When things add up they should be right. The author's book makes a great study on cause and effect when issues and events on dependent, or heavily dependent, on the general population and our age. It has a Freakonomics bent, or if you are a X Gen'er a MegaTreads feel to it. This is a Micro-Economics, Mathematical, Statistical and Marketing effort that is insightful. This book lacks in specific how-to formulas and strategic planning tools for mid-size to small business, but it makes that up with a big picture thought process and insight on how the Marketing profession can get too cute. A good read.  

Contents

THE OLDER GENERATIONS
35
THE BABY BOOMERS THE RADICALCHANGE GENERATION AND ITS IMPACT ON TODAY AND TOMORROW
55
GENERATION X THE OUTSIZE EXPECTATIONS OF A SMALL GENERATION
109
GENERATION Y THE GIANT ON THE HORIZON
163
THE GENERATION IMPACT OF SOCIAL ISSUES
217
APPENDIX A
243
APPENDIX B
247
APPENDIX C
255
APPENDIX D
259
INDEX
263
ABOUT THE AUTHOR
269
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About the author (2008)

Kenneth W. Gronbach (Haddam, CT) is a nationally recognized expert in the field of demography and generational marketing. He regularly provides counsel to Fortune 500 companies as well as large and small businesses across the U.S.

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