Morrisey on Planning, A Guide to Long-Range Planning: Creating Your Strategic Journey (Jossey Bass Business and Management Series)

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One of the best of its type

very simple

A roadmap to effective implementation.

A great manual for strategic planning from vision to action

Morrisey on Planning, A Guide to Long-Range Planning: Creating Your Strategic Journey (Jossey Bass Business and Management Series)
George L. Morrisey
Manufacturer: Jossey-Bass
ProductGroup: Book
Binding: Hardcover

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ASIN: 0787901695

Book Description

The second in a three-volume series, A Guide to Long-Range Planning is written primarily for major unit or corporate group heads responsible for three-to-five-year planning. It helps the team outline long-term objectives and translate the vision, mission, and strategy into future organizational positioning.

As with the other volumes in this series, George Morrisey--long recognized as a leading expert in the areas of planning and strategic thinking--offers his insights into how planning actually works in organizations.

Succinct and easy to read, the books in this series can be used in any sequence, and stand on their own as individual guides to more effective planning. The companion volumes include Volume One: Guide to Strategic Thinking, and Volume III: Guide to Tactical Planning. Each draws on examples from individual departments and work units as well as from the perspective of the total organization, making them useful for all types of planning at any level of an organization.

Customer Reviews:

One of the best of its type.......2006-11-06

This book is heavy on content. Mr. Morrisey has done all the culling for us. It's pricy, but worth the price if your time is valuable.

very simple.......2000-02-27

it added nothing to what any one knows about Strategic Thinking. all the usuall stuff: think in the futer, plan ahead,...I didn't like it

A roadmap to effective implementation........1998-04-15

The ability to develop and build long-range strategic plans is as much art as science. But once you have your plan defined, the real trick is making it happen. Effective implementation of a plan is one of the toughest skills to master. Add in the need to both control and respond to uncertainty, and as the proverbial statement goes, "when you're up to your knees fighting alligators, it's easy to forget that you're goal was to drain the swamp". Well, Morrisey on Planning, Tactical Planning Guide provides an excellent framework that enables you to keep sight of the goal at all times. The charts and checklists serve as excellent examples, easy to modify to suit your business. Although the early chapters exhibit a stilted and somewhat simplistic writing style (call and response: for example, Who does the Planning? You, that's who!) the author has obviously thought out his presentation carefully, and does not bombard you with unnecessary comments, etc. If you really need to get that swamp drained, then this is the book for you!

A great manual for strategic planning from vision to action.......1997-11-02

It is a great task by itself to condense a subject as difficult as strategic planning into a book as thin and lean as George Morris' (100 pages). Yet, Morris Book is easily readable, and a clean, very systematic approach: I recommend it highly over any other Book on the market. It gives a real cooking-recipe with great checklists to put it into action. Style: Just do it. And the best of all: It is easily readable by non-MBA's (I have a Software engineer backround). I would recommend to get all 3 books in the series: A guide to tactical planning. The best thing I've come accross for a long time.

Book Description

In recent years economists have begun to use the techniques of non-linear dynamics to show that some apparently erratic and turbulent economic phenomena reflect subtle underlying patterns. How do cyclic and chaotic dynamics arise in economic models of equilibrium? How can empirical methods be used to detect nonlinearities and cyclic and chaotic structures in economic models? In examining these questions, this book brings together the most significant work that has been done to date in economics-based chaos theory. Selected here particularly for the economist who is not a specialist in chaos theory, the essays, some previously unpublished and others not widely available, describe a new tool for understanding business cycles, stabilization policy, and forecasting. The contributors to the volume are William J. Baumol, Jess Benhabib, Michele Boldrin, William A. Brock, Richard H. Day, Raymond J. Deneckere, Allan Drazen, Jean-Michel Grandmont, Kenneth L. Judd, Bruno Jullien, Guy Laroque, Blake LeBaron, Bruce McNevin, Luigi Montrucchio, Salih Nefti, Kazuo Nishimura, James B. Ramsey, Pietro Reichlin, Philip Rothman, Chera L. Sayers, Jos A. Scheinkman, Wayne Shafer, William Whitesell, Edward N. Wolff, and Michael Woodford.

Customer Reviews:

Good introduction to the theory.......2002-04-09

It was perhaps inevitable that the theory of chaotic dynamical systems would be applied to economics. In an intuitive, everyday sense, economic phenomena is usually perceived as being "chaotic", this notion being equated with a random behavior of sorts. Whether or not economic systems are really random (from a rigorous mathematical standpoint) is the subject of other books. This one addresses the question as to whether chaos does indeed exist in economic systems. Chaos and randomness are of course distinct concepts, and this is brought out clearly by the authors of the articles in the book, the specific theme of which is to shed light on the role of oscillatory dynamics in economic fluctuations. The oscillations are put in the context of chaotic dynamical systems, which, as is well known, have a very rich orbit structure. The emphasis is on theory, but there are some articles that discuss empirical validation of chaotic dynamical system models of time series. What is most interesting about the results in the book is that chaos is a deterministic explanation of the erratic behavior of economic behavior. This is to be contrasted with the situation in financial modeling, where randonmess is thought to be essential because of arbitrage opportunities. It is fascinating to compare the ideas in this book with the ones that are very entrenched in financial modeling. The authors of the articles have been heavily involved in the research of chaotic dynamical systems in economics. Space here permits only a limited review of the contents of the book.

. Before the advent of research in chaos in economics, the complexity of economic phenomena was modeled by linear equations subjected to exogenous shocks. The approach taken in one of the articles discusses to what extent aggregate fluctuations represent endogenous phenomena that are persistent even when there are no random shocks to the economy. Recognizing that chaotic dynamical systems can generate time series that appear irregular or random, discussion is given on the models based on chaos that exhibit the persistence phenomena. Since chaotic systems have countably many periodic orbits, it is natural to ask to what extent these orbits play in models of economic phenomena. One of these considered is the overlapping generations model. A class of robust utility functions, assumed to be constant from one generation to another, are shown to give the existence of bounded trajectories that do not converge to periodic orbits or fixed points, but are also, because of the time scales involved, indistinguishable from periodic orbits of arbitrarily long period, the latter also existing in the model. The existence of these trajectories is interesting, particularly when considering the mechanism by which the trades between generations occur. This mechanism involves the introduction of a central credit authority, and even when the nominal credit expands at a constant rate, the model still exhibits erratic trajectories in the real value of credit. These trajectories appear qualitatively to be very similar to trajectories generated from random processes, and so it is no surprise that statistical techniques and ergodic theory are employed to study their properties.

Another economic model considered in the book is a two-sector growth model that consists of an industry producing consumption goods and another producing capital goods. A dynamical system parametrized by the capital depreciation rate is used to describe the time evolution of the aggregate capital stock over time, and is shown to have chaotic orbits for certain values of the capital depreciation rate. These chaotic orbits exist, interestingly, when capital, but not labor, is very productive in both sectors. An analysis of the relative capital-labor intensities is done to shed light on the oscillatory behavior of the model, this behavior contrary to the expected one of following a smooth averaged path. The latter is expected because of the choice of a concave function for the consumption and investment processes. The model is not shown to be one that could reflect phenomena that exist in the real world. In particular, the time scales needed to observe the chaotic behavior are not discussed.

Another issue taken up in the book deals with the question as to why economic activity exhibits fluctuations, and subsequent attempts to stabilize this activity via fiscal policy. The Judd model, which deals with technical innovation, is adapted to study the economic instabilities that arise from investment activity in such innovation, and the value of fiscal policy in dampening these instabilities. The model is shown to exhibit chaotic dynamics, with this being a consequence of the noncompetitive nature of a market immediately after a new good is introduced into the market. The discussion is reminiscent of arbitrage arguments in finance, since the monopolistic prices charged by the patent holder are wiped out by new innovations. Interestingly, the model shows examples of situations where stabilizing policies are undesirable, and in particular a waste of resources would result.

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Cycles and Chaos in Economic Equilibrium. (book reviews): An article from: Southern Economic Journal
Ted Jaditz
Manufacturer: Southern Economic Association
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books
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ASIN: B00092THEY
Release Date: 2005-07-28

Book Description

This digital document is an article from Southern Economic Journal, published by Southern Economic Association on October 1, 1993. The length of the article is 937 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Cycles and Chaos in Economic Equilibrium. (book reviews)
Author: Ted Jaditz
Publication: Southern Economic Journal (Refereed)
Date: October 1, 1993
Publisher: Southern Economic Association
Volume: v60 Issue: n2 Page: p519(2)

Article Type: Book Review

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Book Description

Over 2 million copies sold! Used by thousands of companies and hundreds of business schools! Required reading for anyone interested in the Theory of Constraints. This book, which introduces the Theory of Constraints, is changing how America does business. The Goal is a gripping, fast-paced business novel about overcoming the barriers to making money. You will learn the fundamentals of identifying and solving the problems created by constraints. From the moment you finish the book you will be able to start successfully addressing chronic productivity and quality problems.

Customer Reviews:

Interesting book.......2007-10-08

Reading a text book has never been so much fun. I read this during my MBA classes. Why won't every author write their book and drive the point home with such fun stories that don't just drive the point home, but also keep it there forever?

Excellent Hilarious Novel for Learning Management.......2007-10-03

"The Goal" is a hilarious novel but with a serious business message particularly with respect to production/operations management. The author expertly wove an intricate story about a plant manager (Alex Rogo) whose factory and marriage are failing into a compelling and convincing explanation about how to deal with constraints and bottlenecks effectively, not only in business but also in everyday life. This is a good captivating read particularly for those who find reading business and management books to be dry and having a soporific effect.

Alex Rogo's life is made very difficult by bottlenecks, constraints, excess inventories and pressure from management that demands efficiency in the factory operations. However, through mastering the theory of constraints (TOC), the appreciation of a business as a system, the effective use of industrial engineering techniques as well as common sense, Alex and his team overcome the problems.

This is an enlightening book that is easy to read and understand for people particularly those who a new to managing an organization. You will learn about the goal of an organization, waste (and how to avoid it), cost structures, team utilization, supply chain bottlenecks, identify improvements, work prioritization and enhance efficiencies.

You will get the most from this book if you also read the Toyota Production System which can fix many of the problems highlighted in this book. Among the highlights of the Toyota Production System are the Just-in-Time inventory system, production leveling, multi-skilling, the pull method of production planning which provides a more comprehensive approach to manufacturing operations. Another useful investment is to get a copy of the classic book "The Fifth Discipline" by Peter Senge (if you have not yet read it). Senge proposes the "systems thinking" method to help companies to become "learning organizations" that integrates all personnel levels and functions (such as production, human resources, finance etc) to increase the ability of the organisation to be more productive and effective.

In summary, this is an outstanding book packed with insightful wisdom that I recommend to employees at all levels in an organization as well as students studying business.

fast and cheap.......2007-09-12

I received this product in good time and condition. Brand New. Saved quite a bit of money over the campus book store price.

Solid read applicable to business and beyond.......2007-07-29

The Goal is a well-written book, broadly applicable to anyone in business and to an extent life in general. It is a no-nonsense novel, utilizing and exploring real-life situations and personalities. What I liked most about the book is the integration of "scientific" approach to business, how assumptions are constantly questioned, explored, and reformulated, and how the human element is, albeit slightly, interwoven.

While the most benefit clearly is in manufacturing context, I find the book to be useful and I work in professional services. I akin the Theory of Constraints ("bottleneck management") to Stephen Covey's example of "moving big rocks", hence the applicability to life in general. Said another way, I believe one must focus on the things that are most constraining (the boundaries), and this method of thought is explored in The Goal. The book also interweaves personal experiences into the "core" business theme, which allows for some examination of life outside of work and of course personalizes the story.

Overall, great book and a suggested read for sure.

The Goal.......2007-06-08

If you told me that a story about cost accounting in a factory would be interesting I would say you are nutts. However this story is extremely will written & entertaining thru the first 80%. The finish concerning philosophy could be left off.
I would listen to the book until I reached the end of a chapter because it was interesting even when I had arrived at my driving distination.
I do have an accounting background so that may affect my opinion.

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The Bottlenecks of Business
Thurman W. Arnold
Manufacturer: Beard Books
ProductGroup: Book
Binding: Paperback

Economic History | Economics | Business & Investing | Subjects | Books

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Book Description

The Bottlenecks of Business is a shrewd and knowledgeable commentary on our economic system, particularly the commercial and industrial infringements on our liberties--the "bottlenecks" Which tend to obstruct the free flow of goods in our competitive system.

ALGERIA - Russia Hits Export Bottleneck.: An article from: APS Review Oil Market Trends

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ALGERIA - Russia Hits Export Bottleneck.: An article from: APS Review Oil Market Trends

Manufacturer: Pam Stein/Input Solutions
ProductGroup: Book
Binding: Digital

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Book Description

This digital document is an article from APS Review Oil Market Trends, published by Pam Stein/Input Solutions on February 17, 2003. The length of the article is 536 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: ALGERIA - Russia Hits Export Bottleneck.
Publication: APS Review Oil Market Trends (Newsletter)
Date: February 17, 2003
Publisher: Pam Stein/Input Solutions
Volume: 60 Issue: 7

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Allocation of buffers to serial production lines with bottlenecks.: An article from: IIE Transactions

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Allocation of buffers to serial production lines with bottlenecks.: An article from: IIE Transactions
Stephen G. Powell , and David F. Pyke
Manufacturer: Institute of Industrial Engineers, Inc. (IIE)
ProductGroup: Book
Binding: Digital

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Book Description

This digital document is an article from IIE Transactions, published by Institute of Industrial Engineers, Inc. (IIE) on January 1, 1996. The length of the article is 8962 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the author: The optimal placement of a predetermined amount of buffer capacity in balanced serial production lines is a well-understood problem: in lines with moderate variability, the optimal allocation involves equal numbers of buffers at each site; in lines with severe variability, the equal allocation is modified slightly to place more buffers toward the center of the line. Buffering unbalanced lines is a much less well-understood problem. We study the problem of buffering serial lines with moderate variability and a single bottleneck; i.e., a single station with a larger mean processing time than all other stations. Our analysis shows that a bottleneck station draws buffers toward it, but the optimal allocation depends on the location and severity of the bottleneck, as well as the number of buffers available. Furthermore, relatively large imbalances in mean processing times are required to shift the optimal buffer allocation away from an equal allocation. Finally, line length appears to have a relatively small effect on the optimal allocation with a given bottleneck. These results suggest that, at least for the class of lines studied here, equal buffer allocations may be optimal except in severely unbalanced lines. Furthermore, in severely unbalanced lines, throughput appears to be insensitive to the allocation of buffers.

Citation Details
Title: Allocation of buffers to serial production lines with bottlenecks.
Author: Stephen G. Powell
Publication: IIE Transactions (Refereed)
Date: January 1, 1996
Publisher: Institute of Industrial Engineers, Inc. (IIE)
Volume: v28 Issue: n1 Page: p18(12)

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Arc welding robot breaks bottleneck.: An article from: Tooling & Production

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Arc welding robot breaks bottleneck.: An article from: Tooling & Production

Manufacturer: Nelson Publishing
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Tooling & Production, published by Nelson Publishing on June 1, 1996. The length of the article is 685 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The dramatic shift in the production welding technology toward automation has resulted in the creation of artifical intelligence-guided welding robots that can perform complex and lengthy tasks in shorter time. Stow, OH-based Wrayco Industries is just one of several companies that have taken advantage of the benefits offered by these machines. The integration of Fort Collins, CO-based ABB Flexible Automation Inc.'s IRB 2400 arc welding robots has reduced its entire welding operation to 30 minutes.

Citation Details
Title: Arc welding robot breaks bottleneck.
Publication: Tooling & Production (Magazine/Journal)
Date: June 1, 1996
Publisher: Nelson Publishing
Volume: v62 Issue: n3 Page: p85(2)

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B2B bottlenecks: smart solutions get e-documents flowing.(business to business): An article from: NZ Business

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B2B bottlenecks: smart solutions get e-documents flowing.(business to business): An article from: NZ Business
Keith Newman
Manufacturer: Profile Publishing Ltd.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from NZ Business, published by Profile Publishing Ltd. on December 1, 2002. The length of the article is 2126 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: B2B bottlenecks: smart solutions get e-documents flowing.(business to business)
Author: Keith Newman
Publication: NZ Business (Magazine/Journal)
Date: December 1, 2002
Publisher: Profile Publishing Ltd.
Volume: 16 Issue: 11 Page: S22(4)

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Between diversity and a hard place: an Iowa shop suspected a diversity of parts was causing inefficiencies and bottlenecks, but it took outside observers ... An article from: Modern Applications News

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Between diversity and a hard place: an Iowa shop suspected a diversity of parts was causing inefficiencies and bottlenecks, but it took outside observers ... An article from: Modern Applications News
Gale Reference Team
Manufacturer: Thomson Gale
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Modern Applications News, published by Thomson Gale on January 1, 2007. The length of the article is 873 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Between diversity and a hard place: an Iowa shop suspected a diversity of parts was causing inefficiencies and bottlenecks, but it took outside observers to evaluate the problem, decrease inventory, and increase productivity.(SPOTLIGHT: CUTTING TOOLS)
Author: Gale Reference Team
Publication: Modern Applications News (Magazine/Journal)
Date: January 1, 2007
Publisher: Thomson Gale
Volume: 41 Issue: 1 Page: 40(2)

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BIACORE'S NEW ADVANCED SYSTEM SET TO DRAMATICALLY REDUCE DRUG DISCOVERY AND DEVELOPMENT BOTTLENECKS; BIACORE LAUNCHES NEW HIGH PERFORMANCE ANALYTICAL SYSTEM.(Biacore ... An article from: EDP Weekly's IT Monitor

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BIACORE'S NEW ADVANCED SYSTEM SET TO DRAMATICALLY REDUCE DRUG DISCOVERY AND DEVELOPMENT BOTTLENECKS; BIACORE LAUNCHES NEW HIGH PERFORMANCE ANALYTICAL SYSTEM.(Biacore ... An article from: EDP Weekly's IT Monitor

Manufacturer: Millin Publishing, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from EDP Weekly's IT Monitor, published by Millin Publishing, Inc. on August 27, 2001. The length of the article is 462 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: BIACORE'S NEW ADVANCED SYSTEM SET TO DRAMATICALLY REDUCE DRUG DISCOVERY AND DEVELOPMENT BOTTLENECKS; BIACORE LAUNCHES NEW HIGH PERFORMANCE ANALYTICAL SYSTEM.(Biacore S51)(Product Announcement)
Publication: EDP Weekly's IT Monitor (Magazine/Journal)
Date: August 27, 2001
Publisher: Millin Publishing, Inc.
Volume: 42 Issue: 32 Page: 5

Article Type: Product Announcement

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Big German plant may relieve U.S. bottleneck in recycling carpet nylon. (Recycling Close-Up).(Statistical Data Included): An article from: Plastics Technology

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Big German plant may relieve U.S. bottleneck in recycling carpet nylon. (Recycling Close-Up).(Statistical Data Included): An article from: Plastics Technology
Jan H. Schut
Manufacturer: Gardner Publications, Inc.
ProductGroup: Book
Binding: Digital

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Book Description

This digital document is an article from Plastics Technology, published by Gardner Publications, Inc. on May 1, 2002. The length of the article is 1703 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Big German plant may relieve U.S. bottleneck in recycling carpet nylon. (Recycling Close-Up).(Statistical Data Included)
Author: Jan H. Schut
Publication: Plastics Technology (Magazine/Journal)
Date: May 1, 2002
Publisher: Gardner Publications, Inc.
Volume: 48 Issue: 5 Page: 37(3)

Article Type: Statistical Data Included

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Boring machinery breaks the bottleneck.: An article from: Wood & Wood Products

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Boring machinery breaks the bottleneck.: An article from: Wood & Wood Products
Sean Derning
Manufacturer: Vance Publishing Corp.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Wood & Wood Products, published by Vance Publishing Corp. on January 1, 1995. The length of the article is 3115 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Bottlenecks in woodworking processes formerly caused by downtime due to equipment changes in boring machinery can be avoided by using newer machinery that use software programs and electronic controls. Boring processes formerly done manually by an operator can be accomplished by a program with the necessary patterns and adjustments. The newer machinery also use programmable logic control systems instead of pneumatic logic controls.

Citation Details
Title: Boring machinery breaks the bottleneck.
Author: Sean Derning
Publication: Wood & Wood Products (Magazine/Journal)
Date: January 1, 1995
Publisher: Vance Publishing Corp.
Volume: v100 Issue: n1 Page: p107(7)

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Book Description

This digital document is an article from Campaigns & Elections, published by Thomson Gale on June 1, 2007. The length of the article is 695 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Will Katrina be our defining moment?(figuratively speaking)
Author: John Zogby
Publication: Campaigns & Elections (Magazine/Journal)
Date: June 1, 2007
Publisher: Thomson Gale
Volume: 28 Issue: 6 Page: 64(1)

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One of the best on this topic I have found!
Breakthroughs in generational marketing!

Defining Markets Defining Moments
Geoffrey E. Meredith , Charles D. Schewe , and Janice Karlovich
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

ASIN: 0764553941

Book Description

If you could buy a book that would predict the buying behavior of millions of people, you'd buy it, right?

Defining Markets, Defining Moments explains the author's concept of cohort marketing," an extremely focused approach of generational marketingthat enables managers, salespeople, and marketing specialists to understand and predict a generation's particular attitudes, desires, preferences and buying behaviors -- even when they enter new lifestages. The book outlines the seven generational groups that are currently affecting the marketplace -- and the new ones that are emerging. And it presents new marketing models and practical advice, based on the author's experience with Fortune 500 companies, for tapping the minds, and pocketbooks, of various age groups. The text discusses key physical, socioeconomic, and emotional factors that influence a particular generation's behavior or profile."

Customer Reviews:

One of the best on this topic I have found!.......2004-02-09

I highly recommand this book to anyone that wants general knowledge on generations. I found it easy to read and very useful in implementing in research I am performing on this area. I felt like this book was money well spent.

Breakthroughs in generational marketing!.......2002-05-11

Finally, a marketer's guide to generations that doesn't leave you with the 1946-1964 dates marking the Boomer generation..._Defining Markets, Defining Moments_ is a fresh new research into generations and their use in marketing, and into defining what a generation IS.

In this book Schewe & Meredith introduce cohort marketing by looking at the groups of people born closely enough together to have similar experiences growing up and coming of age. They then throw in a recipe on how to combine this with a few other demographic factors, more briefly introduced, like gender and urbanicity, to create a powerful formula for targeting demographic groups. Also included is information on how each generational personality will grow up and the way generations can continue to be marketed to as they go from adolescence to adulthood to old age -- how each generation will buy its first car, get married, buy a house or retire.

_Defining Markets, Defining Moments_ goes beyond "The Baby Boomers were born 1946-1964 after the war and grew up during the Vietnam War holding peace protests, remembering Woodstock, and are therefore a generation of ideals and can be marketed to through '60s music". These authors carefully considered their dates for the birth of generations and asked themselves exactly how old a person born in each year would be at critical moments of time. Therefore the Baby Boomers (born 1946-1954) who used to be all about love and peace are distinguished from the younger Generation Jones (born 1955-1965), the oldest of whom would be 14 and the youngest of whom (born Dec. 31, 1965) only 3 during Woodstock. Insights are gathered beyond the usual clichés captured in generational marketing books. And rather than assuming history began with the Baby Boomers and leaving everyone older behind as a pre-Boomer group of fossils as many marketers do, these authors identify three pre-Boomer groups who are under 90 today -- the soda-fountain, "Blackboard Jungle" Postwar Generation (1928-1945); the World War II Generation defined by their entry into that war of sacrifice (1922-1927); and the frugal, elderly Depression Generation who came of age learning to do without (1912-1921). An interesting analysis that could be continued with today's nonagenarians and centenarians (even though I bet too many people thought they were too thin a slice to be interested in marketing to). Planning any new updated editions?

On the downside, this book still has a few tweaks to work out with generational dates (1965: Jones or true X? Was 1920 really defined more by the Depression than the war?) or old stereotypes and clichés that linger (generations defined by the economic recession or the Internet), or perhaps just look too much like the workplace and marketing information offered in other books. Maybe it's just me and some of the sentences seem copied verbatim out of other marketing guides. Plus, the description of Generation Y, or "Generation N" (the N-Generation, 1977-19??), is a little off.

All in all, a decent marketing book and more-than-decent exercise in thinking about what really makes generations who they are. Several steps up from your annually recycled Elders/Boomers/Xers/EchoBoomers-in-the-Market guides, and a guide that will likewise give marketers who use it a little edge over all the marketers who use other books.

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