Defining Markets, Defining
Moments: America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses
Should Care
Geoffrey E. Meredith, Charles D. Schewe, Janice Karlovich
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."
Table of 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.
362 pages