For years, marketers have held on to unwavering beliefs that
have dictated how they market to their consumers. But the hard
truth is that the changes we see in marketing and business are
based on one undeniable factor--the size of the generations we are
selling to. As each generation ages, what they buy and how much
they buy will change. Each product and service has a "best
customer" that sustains a business. As these customers grow up, the
smartest marketers will stay ahead of them--and their money. In
"The Age Curve," marketing guru Kenneth Gronbach shows executives
and entrepreneurs how to anticipate this wave of predictable demand
and ride it to success.
Gronbach reveals how our largest generations, the Baby Boomers
and Generation Y, are redefining how we market and how businesses
can anticipate their needs more effectively. Complete with
entertaining examples of companies like Apple who have perfected
their strategies for building a loyal customer base, as well as
those who haven't (Levi Strauss and Honda Motorcycle), this book
will show readers:
- how to determine their best customers - how successful
companies are earning the loyalty of Generation Y and cultivating
allegiance to their products for years to come - why Generation X
is a much less valuable market than any of us have been led to
believe - and much more
Both shocking and compelling, "The Age Curve" will change the
way companies look at their customers and how they market to
them.
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