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

Meredith, Geoffrey E.; Schewe, Charles; Karlovich, Janice

Couverture rigide

ISBN 10 : 0764553941 ISBN 13 : 9780764553943

Editeur : Hungry Minds Inc,U.S., 2002

Synopsis

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."

A propos du livre

À propos de l?auteur

Geoffrey E. Meredith is a former SVP at Ogilvy & Mather Advertising. He is the founder of Lifestage Matrix Marketing (R) , whose clients have included Coca--Cola, Kellogg's, Kodak, Levi's, Nestle, Viacom, and many other Fortune 500 companies. Additionally, he has authored numerous articles on marketing, and has a BA from Princeton and an MBA from Stanford. Charles Schewe is Professor of Marketing at the Isenberg School of Management, University of Massachusetts at Amherst and Principal of Lifestage Matrix Marketing. His clients include Kmart, IBM, Spalding Sports Worldwide, Nabisco, and Lucky Stores. He has written ten books, including The Portable MBA in Marketing. Dr. Schewe has a BA and MBA from Michigan and a PhD from the Kellogg School of Management at Northwestern. Janice Karlovich is a veteran journalist and marketing communications writer. Lifestage Matrix Marketing, headquartered in Lafayette, CA, and Amherst, MA, specializes in strategic planning and marketing consulting based on cohort and lifestage analysis. For consulting information, contact Geoff Meredith at 925--283--4806. For speaking engagements, contact Dr. Schewe at 413--256--0914 or access their website: www.Lifestagemarketing.com.

Détails de l'édition

• Éditeur: Hungry Minds Inc,U.S.
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0764553941
• ISBN 13: 9780764553943
• Reliure: Relié
• Nombre de pages: 384
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible