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Rocking the Ages: The Yankelovich Report on Generational Marketing
Thirty years of top research on the unifying characteristics of

America

's three major present generations is now available in book form.

What does it mean to target one generation and not another? The market research firm Yankelovich Partners has been studying this question for almost three decades. The firm's results – previously available only in the form of expensive reports aimed at big businesses – are now available publicly with this book by Yankelovich analysts J. Walker Smith and Ann S. Clurman.

The research presented breaks the current range of target markets into three categories: Matures (born between 1909 and

, Boomers (born between 1946 and

, and the Xers (born after

. It is founded on the assumption that "each generation is driven by unique ideas about the lifestyles to which they aspire," and that generational bonds can link individuals with very dissimilar backgrounds in terms of education and income. The study results will be of great interest to all business and marketing professionals who hope to engage in effective targeted marketing.

Put simply, the Yankelovich research aims to find out why baby boomers in their ‘50s have behaved so differently from previous generations at the same age, and why they were different at twenty than people of the same age today. As target market research, this work is hard to top for thoroughness and reliability of results. Said one reader involved in business, "This book helped me to curve our marketing and advertising techniques to reach our customers with a positive response. It clarifies how the generations view their lives and what they buy, how and why [and] has helped me to understand my customers in a more personal manner. It is easy to get trapped into the needs of one own generation, but this book clarifies the needs and desires of all generations, and how to approach them on a marketing level."

Reliable data on the preferences, habits and lifestyles of a target market are indispensable to a marketer's toolkit.Rocking the Ages is the gift marketers have been waiting for. It offers real-life stories and specific figures about where each generation lives, what they earn, what they buy and why. With these specifics and with penetrating analysis, it gives business professionals the facts required to understand each surprisingly unified age group.

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