Defining Markets, Defining Moments by Geoffrey E Meredith
If you could buy a book that would predict the buying behavior of millions of people, you'd buy it, right? "Defining Markets, Defining Moments" explains the author's concept of cohort marketing, "an extremely focused approach of generational marketingthat enables managers, salespeople, and marketing specialists to understand and predict a generation's particular attitudes, desires, preferences and buying behaviors - even when they enter new lifestages. The book outlines the seven generational groups that are currently affecting the marketplace - and the new ones that are emerging. And it presents new marketing models and practical advice, based on the author's experience with Fortune 500 companies, for tapping the minds, and pocketbooks, of various age groups. The text discusses key physical, socioeconomic, and emotional factors that influence a particular generation's behavior or profile."
..does a good job of helping marketers do the right kind of homework before and as they prepare their products for market...(Journal of Consumer Marketing, Vol.20, No.21, 2003)
Geoffrey E. Meredith is a former SVP at Ogilvy & Mather Advertising. He is the founder of Lifestage Matrix Marketing (R) , whose clients have included Coca--Cola, Kellogg's, Kodak, Levi's, Nestle, Viacom, and many other Fortune 500 companies. Additionally, he has authored numerous articles on marketing, and has a BA from Princeton and an MBA from Stanford. Charles Schewe is Professor of Marketing at the Isenberg School of Management, University of Massachusetts at Amherst and Principal of Lifestage Matrix Marketing. His clients include Kmart, IBM, Spalding Sports Worldwide, Nabisco, and Lucky Stores. He has written ten books, including The Portable MBA in Marketing. Dr. Schewe has a BA and MBA from Michigan and a PhD from the Kellogg School of Management at Northwestern. Janice Karlovich is a veteran journalist and marketing communications writer. Lifestage Matrix Marketing, headquartered in Lafayette, CA, and Amherst, MA, specializes in strategic planning and marketing consulting based on cohort and lifestage analysis. For consulting information, contact Geoff Meredith at 925--283--4806. For speaking engagements, contact Dr. Schewe at 413--256--0914 or access their website: www.Lifestagemarketing.com.
| SKU | Unavailable |
| ISBN 13 | 9780764553943 |
| ISBN 10 | 0764553941 |
| Title | Defining Markets, Defining Moments |
| Author | Geoffrey E Meredith |
| Condition | Unavailable |
| Publisher | John Wiley & Sons Inc |
| Year published | 2002-05-02 |
| Number of pages | 384 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |