Home > All books     SELECTED BOOK To ad a book to this list contact us       Rocking the Ages: The Yankelovich Report on Generational Marketing by J. Walker Smith, Ann S. Clurma From Library Journal Smith and Clurman of the market research firm Yankelovich Partners make public the benefits of years of research to project the inclinations of the three generational categories: the Matures (born between 1909 and 1946), the Boomers (born between 1946 and 1964), and the Xers (born after 1964). Their work follows in part the analysis of trends found in John Naisbitt and Patricia Aburdene's Megatrends (1982) and Faith Popcorn's The Popcorn Report (LJ 9/15/91). But while these authors tend to project a trend with some universality, Smith and Clurman have a decided generational bent, i.e., "each generation is driven by unique ideas about the lifestyles to which they aspire" [italics verbatim]. The research presented here will have pronounced implications for product service and delivery. While valuable for marketing professionals, this book will be especially useful for small businesses that would not ordinarily have access to the Yankelovich research.?Steven Silkunas, Southeastern Pennsylvania Transit Authority, Conshohocken Copyright 1997 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title. Michael Goldblatt, vice-president, Science and Technology, McDonald's Corporation "A tour-de-force perspective on social change. Drawing upon decades of the richest source of empirical data on American consumer attitudes and habits, Smith and Clurman have created a profound anthology of the times--past, present, and future." Book Description You've done the research. You know your customer's income, where he lives, what he drives. But you don't know whether he prefers Bob Dylan or Alanis Morisette. Or Pepsi, or Snapple or tap water. And you don't know why. Why, for that matter, are Baby Boomers acting nothing like their parents did in their fifth decade? Why does the 40-year-old oftoday have much more in common with her 20y-year-old self than with today's college student? The hidden force at work in each of these examples and many others 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 sort of demographic information. To an astonishing degree, your generational cohort -- Mature (born 1909-1949), Boomer (born 1946-1964), or Xer (born 1965-present) -- defines who you are, what you believe and what you buy. You don't need us to tell you this; you know it instinctively. For nearly 30 years, researchers at Yankelovich Partners, the world-famous research firm, have been compiling comprehensive information about consumers -- their preferences, habits and lifestyles -- mostly for the exclusive proprietary use of Yankelovich's corporate clients. In order to prepare this remarkable book, two leading Yankelovich analysts have mined that incredibly deep data to generate an unprecedented wealth of marketing information about the three active consumer generations: Generation X, the Boomers and the Matures. 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 graphs and charts -- and real-life, real-product examples of families, individuals and their buying patterns -- Rocking the Ages is the definitive guide to targeting your business's products and services to your ideal consumers. Founded by Dan Yankelovich in 1958, Yankelovich Partners, the nation's leading consumer research organization, has published each year since 1971 a proprietary report on consumer behavior, The Yankelovich MONITOR, and has also provided highly specialized custom research for corporate clients, as well as public opinion research for Time (for 22 years) and Time/CNN (since 1989). Send to a friend