The Age Curve

The Age Curve


Gronbach, Kenneth W. AMACOM, 2008 Audio summary available
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Thoroughly understanding the customer is essential to every successful business. This requires knowing the age, characteristics, wants, and needs of those who buy a particular good or service. But, as Kenneth Gronbach illustrates in The Age Curve, having a clear picture of the customer is just part of the marketing equation. Generational size and attitude also figure prominently into this examination.

Every 20 years or so, a new generation emerges. And as each generation ages, it moves through the marketplace consuming products and services, behaviorally linked through similar, wants, needs, motives, and events. Retaining current customers, while simultaneously reaching out to new ones, requires understanding the demographics, critical mass, and demands of each successive generation.