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The age curve : how to profit from the coming demographic storm / Kenneth W. Gronbach.

by Gronbach, Kenneth W.

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New York : American Management Association, c2008.

Target marketing -- United States.

Consumer behavior -- United States.

Marketing research -- United States.

Demography -- United States.

9780814401811 :

xvii, 268 p. : ill. ; 24 cm.

The generational impact on supply and demand -- Who are these people? -- Bell curves, pies, and your "best customer" -- Case study: Detroit, Japan, and the best customers for cars -- Silent virtues: a small group with its own impact -- Case study: How the "graying of America" myth will take down the assisted-living industry -- The Boomers: mass, money, and motivation -- What Boomers will buy -- Boomers will not get old -- The Boomer economy: of credit cards and gift cards -- Of course you can afford it! -- Social security and private health care: dead but not buried -- Wal-Mart hits a wall, a Great Wall -- Media's slow death: the end of marketing as we know it -- Quit picking on the Xers! -- The cause and effect of a small generation -- The X factor: where have all the workers gone? -- The Gen X labor shortage and the impact on direct mail -- Case study: How Generation X drove motorcycle sales off the cliff -- Case study: Planes stuck on the ground: a business traveler's tale -- Case study: The death of a discount store -- Stop looking in the rearview mirror! -- The great Y ahead: more of everything -- Marketing to Generation Y -- Case study: No leg to stand on: a Levi's footnote -- Schools, taxes, and the future -- Generation Y's leading legacy -- The bigotry is almost gone: a boomer's perspective -- Coming to America: melting into the world's melting pot -- Macro and micro conclusions -- Appendix A: The older generations -- Appendix B: The baby boomers -- Appendix C: Generation X -- Appendix D: Generation Y.

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