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Defining Markets, Defining Moments: America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care by Geoffrey E. Meredith & Charles D. Schewe, Ph.D., with Janice Karlovich

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

by Geoffrey E. Meredith & Charles D. Schewe, Ph.D., with Janice Karlovich

255 pages
How to market to people of different age groups using shared experiences.

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Category: Business:Marketing
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About the Book
Baby Boomers are redefining retirement and old age, just as they have previously redefined marriage, parenting, grandparenting and other lifestages. They want to do it "their way." The same goes for Generation X and the emerging Internet Generation. These younger groups are also putting their mark on each new lifestage that they enter, too. How is a savvy marketer to keep up?

Each group, or "generational cohort," has its own mindset, tastes, and array of hot buttons shaped by generational defining moments, such as Pearl Harbor, the Kennedy assassination, and the events of September 11, 2001. How can you ensure that your company's products and brands attract new customers across generations?

This unique book provides the answers. Based on their pioneering research on generational cohorts, Geoffrey Meredith and Charles Schewe explain the importance of targeting your marketing efforts to each of the seven distinct generational cohort groups in the marketplace so that your company snags the largest share of the market.

In this book, you'll learn how to:

* Understand the attitudes and desires of the population's seven distinct generational cohort groups.
* Identify key physical, socioeconomic, and emotional factors for each cohort.
* Tailor your marketing campaigns to the minds, and wallets, of each cohort.
* Take advantage of generational marketing opportunities outside North America.
* Plan for Baby Boomers' transition to retirement, and the ascendancy of Generation X and the Internet Generation.

Using fascinating case histories from their work with Fortune 500 clients, Meredith and Schewe show you how to predict each generational cohort's desires, preferences, and buying behaviors successfully. They describe the changes you need to make in your marketing strategies. And they explain in detail how targeting your marketing efforts to each cohort will ensure your company's long-term success.

 

 

About the Author
Geoffrey Meredith is founder of Lifestage Matrix Marketing, a marketing consulting company that has pioneered the concept of cohort and lifestage segmentation.

Charles Schewe is a marketing professor at the University of Massachusetts at Amherst, and a principal in Lifestage Matrix Marketing.

Janice Karlovich is a senior writer and editor.

 

 

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