The Yankelovich Report on Generational Marketing - resenha crítica

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You've done the research. You know your customers' income, where they live, what they drive. But you don't know whether they prefer Bob Dylan or Alanis Morissette. Or Pepsi, or Snapple, or tap water. And you don't know why.The hidden force at work is generational. Generational ties link widely disparate individuals of varying education, income, and life-stage. And let's face it, reliable data about today's three living generations can be a vital element in a marketer's arsenal-in some instances more important than any other sort of demographic information.Your generational cohort-Mature (born 1909-1945), Boomer (born 1946-1964), or Xer (born 1965-present)-defines who you are, what you believe, and what you buy to an astonishing degree. You don't need us to tell you this; you know it instinctively. Rocking the Ages provides marketers with the strategies they need to understand and target these incredibly cohesive groups, including specific data on where they live, what they earn, what they buy, and what motivates them to buy. Brimming with real-life, real product examples of families, individuals, and their buying patterns, Rocking the Ages is the definitive guide to targeting your business' products and services to your ideal consumers.J. Walker Smith, Ph.D., is the managing partner at Yankelovich Partners, Inc., and a nationally recognized expert on marketing and social trends and their impact on business. Ann Clurman, a Yankelovich partner with more than twenty years of experience with The Yankelovich MONITOR¨, is a widely recognized authority on consumer trends.Peter Thomas is a distinguished and versatile narrator, whose voice can be heard on Nova and in innumerable commercials.

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