Rocking the Ages

图书信息

作者	Smith, J. Walker
出版社	HarperCollins e-books
ISBN	9780062039071
出版时间	2010-12-01
字数	47.5万
分类	HarperCollins e-books,进口书,外文原版书,经管,金融

读书简介

For almost forty years, Yankelovich Partners has helped America's biggest companies understand and reach their customers. Their breakthrough MONITOR studies-annual surveys that analyze the values, beliefs, attitudes, and expectations that shape consumer decisions-not only pinpoint current trends, but predict where the market will be in the future.Rocking the Ages: The Yankelovich Report on Generational Marketing (HarperBusiness; May 21, 1997) by J. Walker Smith and Ann Clurman turns the spotlight on America's generation gap and transforms what was born as a political and social rallying cry into a sound foundation for profitable marketing. Defining the essence of three generations-the Matures (born between 1909-1945), the Baby Boomers (1946-1964), and the Generation-Xers (1965-1978)-it explores in telling detail the experiences, life skills, values, personal and professional aspirations, likes and dislikes, and hopes and fears that distinguish each generation. Drawing on this unprecedented data, it elucidates how and why each generation reacts to a vast range of marketplace issues-including technology and cyberspace, healthcare and fitness, media and entertainment, retailing and financial services.From highlighting generational differences regarding such basic concepts as work itself-Matures regard it as an inevitable obligation, Boomers as an opportunity for self-fulfillment, and Xers as simply a paycheck-and gratification-delayed by Matures, demanded instantaneously by Boomers,virtual in the case of most Xers-to describing the widely differing versions of the American Dream each generation harbors, Rocking the Ages offers invaluable insights into how to market a product or service to reach one, two, or all three generations.

目录

Cover

Title Page

Dedication

CONTENTS

PREFACE: IT ALL STARTED WITH A GIRDLE

SECTION 1 GENERATIONAL MARKERS

1 THE POWER OF GENERATIONS

2 MATURES: TRIUMPH AND CONFORMITY

3 BOOMERS: THE 78-MILLION-STRONG GORILLA

4 GENX: THE NEW PRAGMATISTS

SECTION 2 GENERATIONAL MARKETING

5 TECHNOLOGY, PURE AND SIMPLE

6 CYBERCITIZENS ACROSS GENERATIONS

7 THE MODERN MEDIA BABYLON

8 AN ECONOMY BUILT ON DREAMS

9 MAKING IT

10 GOOD HEALTH IS A GOOD DAY AT THE OFFICE

11 GENERATIONS AT HOME

12 BRAND LAND, WHERE RECIPROCITY RULES

13 BRINGING GENERATIONS TO A CLOSE

INDEX

ACKNOWLEDGMENTS

Advance praise for Rocking the Ages

Copyright

About the Publisher