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From America's leading research firm, here is the definitive guide to consumer behavior-the only comprehensive and thorough handbook to the strategies to use when marketing to the nation's diverse generation groups. The Yankelovich Report shows the ways in which America's three major consumer generations-the Matures, the Boomers, and the Xers-are distinct: attitudes, behaviors, lifestyle expectations, values, buying motivations, tastes, and especially spending patterns.- What does an -18-49' age bracket really tell you about who your customers are and what they want to buy?- Why do customers' income levels tell you less about what they want than whether they grew up listening to Sinatra or Dylan or Courtney Love?- Why are the baby boomers acting nothing like their parents did?aFor decades Yankelovich Partners, Inc. has been identifying, measuring, and tracking attitudinal and behavioral changes in the American populace. This book brings together the wealth of information that is the product of that research.
J. Walker Smith, Ph.D., is the president of Yankelovich, Inc., and a nationally recognized expert on marketing and social trends and their impact on businesses. He oversees The Yankelovich MONITOR®, which for more than thirty-five years has been the foremost tool tracking America's lifestyles and values. Once described by Fortune as "one of America's leading analysts of consumer trends," he is a well-known author and speaker with an eye on breaking trends in American society. Smith is a regular guest on network business news programs and is frequently quoted in the press. He lives in Atlanta, Georgia.