The age curve how to profit from the coming demographic storm /

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Bibliographic Details
Main Author: Gronbach, Kenneth W.
Corporate Author: American Management Association
Format: Book
Language:English
Published: New York : American Management Association, [2008]
Physical Description:
xvii, 268 pages : illustrations ; 24 cm.
Subjects:
Target marketing -- United States.
Consumer behavior -- United States.
Marketing research -- United States.
Demography -- United States.
Online Access:Table of contents only -
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
  • 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.

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