The Age Curve

  • by Kenneth W. Gronbach
  • Narrated by Max Bloomquist
  • 6 hrs and 6 mins
  • Unabridged Audiobook

Publisher's Summary

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. Using impeccable research, 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), this book will show listeners:
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 more valuable market than any of us have been led to believe

and much moreBoth 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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Customer Reviews

Most Helpful

Good information, but ...

This book has good information, but must be understood to be a look at things from a 50,000 foot level. The author makes some good and interesting points.

However, the overgeneralization at times is grating. Not all Boomers are spendthrifts, and not all members of the "GI Generation" were bigots.

Many of the author's conclusions, especially going forward, are suspect. Gronbach overlooks the impact of technology. For example, he predicts business travel will rebound when Gen Y grows a little older. Given this generation of "digital natives" (as the author himself mentions elsewhere), it is more likely that virtual meetings will become even more of a norm.

The book also was written before the crash. While the Gen Xers may not have experienced anything but success before the crash, that is not true now. The economic problems really provide a "re-set" for some of the author's assumptions.

The book could use a good editing. The narration is extremely repetitive -- and I mean repetition of words uttered only moments before. It is difficult to tell if this is a production error or if there is recapping in the book that is just being read. In any event, the audiobook should have been edited..

Narration is a subjective thing, but this guy was certainly not a favorite. Preachy at times.

Take the information in the book for what it is: An important and interesting view from 50,000 feet.
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- John "I'm a lawyer and mediator. I represent businesses in disputes with their insurers and in other complex litigation. I also assist machinery companies and manufacturers (primarily international) with equipment sales, non-disclosure agreements, and business issues. I also mediate commercial disputes."

An eye opening book

When I listened this book I tought: how could I have been so stupid to lose of sight the demografics in the past? Gronbach speaks about the influence of generations in marketing in a way that is easy to understand, entertaining and challenging. When you finish his book, you are already a better marketer!
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- Marian Hanganu "Marian Hanganu"

Book Details

  • Release Date: 07-02-2008
  • Publisher: Brilliance Audio