“The Millennials are Coming! Can you hear the flapping of their flip flops?”
Join your colleagues as we welcome Charles D. Schewe, Ph.D, Professor of Marketing, University of Massachusetts as he tells us about: The Millennials, children of the Baby Boomers, who are fast becoming the darlings of modern-day marketers. And at up to 78 million strong, they should be! But what drives their oft-seemingly strange behavior? Generational cohort segmentation is an exciting new tool that unlocks understanding their motivations. Key historic events experienced as they came of age bonded them with unique values that will stay with them relatively unchanged throughout their lives. These values provide powerful platforms for product management and especially for marketing communications.
Charles D. Schewe is Professor of Marketing at the University of Massachusetts at Amherst as well as principal in Lifestage Matrix Marketing. Professor Schewe has advised numerous companies in strategic planning, competitive intelligence, marketing research, customer service and competitive positioning. His client engagements have included The Coca-Cola Company, Kellogg’s, Spalding Sports Worldwide, International Business Machines, Kmart, RJR Nabisco, Kraft General Foods, Prudential Bache, Grand Metropolitan, Lucky Stores, Eastman Kodak and Procter & Gamble. Over the last two decades, Dr. Schewe has focused on understanding the marketing management implications of an aging population and assisted numerous manufacturers and retailers targeting various age groups. From this knowledge base, he has worked as Executive Consultant to Age Wave, Inc., a San Francisco-based consulting firm specializing in offering counsel on the implications of the Aging of America. While working at Age Wave, Dr. Schewe met Geoffrey Meredith with whom he started Lifestage Matrix Marketing in 1994.
In addition to speaking extensively and internationally to executive groups on marketing topics within his areas of expertise, Professor Schewe recently gave a presentation for BusinessWest Read MORE sharing his vast knowledge and expertise of the generations locally.
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