CONTENTS -- FOREWORD -- INTRODUCTION -- A WORD FROM THE AUTHOR -- PART ONE: THE PARADE OF GENERATIONS: WHY AREN'T MARKETERS PAYING ATTENTION? -- 1 The Generational Impact on Supply and Demand -- 2 Who Are These People? -- 3 Bell Curves, Pies, and Your "Best Customer" -- 4 Case Study: Detroit, Japan, and the Best Customers for Cars -- PART TWO: THE OLDER GENERATIONS -- 5 Silent Virtues: A Small Group with Its Own Impact -- 6 Case Study: How the "Graying Of America" Myth Will Take Down the Assisted-Living Industry -- PART THREE: THE BABY BOOMERS: THE RADICAL-CHANGE GENERATION AND ITS IMPACT ON TODAY AND TOMORROW -- 7 The Boomers: Mass, Money, and Motivation -- 8 What Boomers Will Buy -- 9 Boomers Will Not Get Old -- 10 The Boomer Economy: Of Credit Cards and Gift Cards -- 11 Of Course You Can Afford It! -- 12 Social Security and Private Health Care: Dead But Not Buried -- 13 Wal-Mart Hits a Wall-A Great Wall -- 14 Media's Slow Death: The End of Marketing As We Know It -- PART FOUR: GENERATION X: THE OUTSIZE EXPECTATIONS OF A SMALL GENERATION -- 15 Quit Picking on the Xers! -- 16 The Cause and Effect of a Small Generation -- 17 The X Factor: Where Have All the Workers Gone? -- 18 The Gen X Labor Shortage and the Impact on Direct Mail -- 19 Case Study: How Generation X Drove Motorcycle Sales off the Cliff -- 20 Case Study: Planes Stuck on the Ground-A Business Traveler's Tale -- 21 Case Study: The Death of a Discount Store -- PART FIVE: GENERATION Y: THE GIANT ON THE HORIZON -- 22 Stop Looking in the Rearview Mirror! -- 23 The Great Y Ahead: More of Everything -- 24 Marketing to Generation Y -- 25 Case Study: No Leg to Stand On-A Levi's Footnote -- 26 Schools, Taxes, and the Future -- 27 Generation Y's Leading Legacy -- PART SIX: THE GENERATION IMPACT OF SOCIAL ISSUES -- 28 The Bigotry Is Almost Gone-A Boomer's Perspective.

29 Coming to America: Melting Into the World's Melting Pot -- 30 Macro and Micro Conclusions -- APPENDIX A -- APPENDIX B -- APPENDIX C -- APPENDIX D -- INDEX -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Y -- ABOUT THE AUTHOR.