Generationally determined social values and shared formative experiences, as much as or more than other demographic or economic factors, provide a strategic framework through which you can understand and approach your marketplace. Further, when coordinated with traditional marketing techniques — including target marketing, which is discussed later in this unit — thinking
generationally can improve your performance profitably.
The primary advocate of "Generational Marketing", Yankelovich Partners, a leading consumer research organization, published the definitive, Rocking the Ages - The Yankelovich Report on Generational Marketing, in 1997. This study confirmed the validity of our long-standing interest in these topics and pointed the way for later exploration.
