The Age Curve
How to Profit from the Coming Demographic Storm
Author: Kenneth W. Gronbach
Pub Date: June 2008
Print Edition: $19.95
Print ISBN: 9780814417942
Page Count: 288
Format: Paper or Softback
e-Book ISBN: 9780814410172
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About Kenneth W. Gronbach
Kenneth W. Gronbach is a nationally recognized expert on demographics and generational marketing. He frequently speaks to groups of marketing professionals and regularly counsels Fortune 500 corporations as well as large and small businesses across the United States. He doesn’t claim to have unlocked the secrets to a particular generation’s psyche, or profess to have special language and strategies guaranteed to win unresponsive consumers. Instead, he shows his clients how to identify their “best customer” and calculate whether its buying power is expanding or shrinking by using the most obvious information: the number of U.S. Births from 1905 to 2005.
“Large and small generations, alternately moving and aging through the marketplace, determine many a company’s success and failure,” Gronbach observes. “When a large generation, such as the Boomers, leaves the market and is replaced by a smaller generation, such as Gen Xers, sales are going to drop.” In the course of his work to get marketing professionals and business leaders to pay attention to this clear-cut concept, Gronbach was driven to write THE AGE CURVE: How to Profit from the Coming Demographic Storm (AMACOM 2008). “If you can understand the principles of shifting demography, you can forecast with uncanny accuracy what markets are growing and what markets are slowing,” Gronbach says.
Gronbach is the founder, president, and CEO of KGC Direct, a consulting firm specializing in direct marketing, growth management, and business turnaround. He was previously the president and CEO of KGA Advertising, a consumer products-focused advertising agency, which he founded and grew from zero billings to close to $40 million in 21 years. Before launching his career as an entrepreneur, he was Advertising Manager for Bob’s Stores, which he helped grow into a retail chain from one store in Connecticut, and Director of Advertising for Volkswagen of America in Culver City, California. His many notable professional achievements include inventing the Jean Machine, a highly profitable retail jean vending system; creating the catalyst for a downtown renaissance in Middletown, CT by revitalizing a derelict inner city 1860’s department store; convincing Tyson Foods to back out of a $16 billion acquisition of a red-meat processing business, on the strength of Generation Y’s trend away from red-meat consumption; and implemented the introduction of a new line of Honda scooters into major metropolitan markets in the Northeast United States. He has authored one previous book, Common Census (2005), and his ongoing market research is often quoted.
Gronbach is a graduate of a California State University at Long Beach, with a degree in Communication and Public Speaking. He lives in Haddam, Connecticut, with his wife and two teenage daughters. A member of the Baby Boom Generation, he considers himself hip at age 60 and far from ready for retirement. “I am convinced that Boomers simply are not going to get old the way our parents got old,” he states.
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