All About Women Consumers.  Ithaca, NY: American Demographics, 2001.  210 pp.  658.834082 Al52 2001.  (Communications Library Reserves).

Revised and updated for 2001, this compendium of research covers a total of 28 topics ranging from advertising to attitudes, fashion to finance, retailing to religion, technology to travel, and marketing to media. Learn the trends that are shaping today's most dynamic market, about advertising that reaches women effectively, which media to invest in, and the latest advice on marketing to women, along with news from the consumer product front. This one-of-a-kind report by one of the nation's leading research firms offers an overview of research with a unique focus: understanding today's woman. Best of all, the report includes source information at the end of each article and over 100 charts and graphs.

 

American Attitudes: Who Thinks What about the Issues that Shape Our Lives, 3rd ed.  Susan Mitchell.  Ithaca, New York: New Strategist Publications, 2000.  498 pp.  306.0973 M597o 2000. (Communications Library Reserves).

The third edition of American Attitudes examines ongoing changes in the opinions of Americans and analyzes the social and demographic trends behind those changes. The chapters covered are The Arts, Health and Medicine, Personal Outlook, Public Arena, Race, Religion, Sexual Behavior, Women’s Roles, and Work and Money. New to the third edition are the chapters on Americans’ attitudes toward the arts and health and medicine. The chapters on religion and work and money have been expanded.

 

American Generations: Who they are, How they Live, What they Think, ^3rd ed.  Susan Mitchell.  Ithaca, New York: New Strategist Publications, 2000.  487 pp.  381.3 M597o 2000.  (Communications Library Reserves).

This third edition compares and contrasts the demographics and spending patterns of five generations of Americans: Millennials, Generation X, the Baby Boom, the Swing Generation and the World War II Generation.  A noteworthy addition is the three-page bibliography listing both Web sites and printed sources, including the Bureau of the Census, Bureau of Labor Statistics, National Opinion Research Center, and 17 other sources used for statistical information.  Especially valuable are the work's unique tables and graphs-compilations that otherwise would require the manipulation of data from various sources.

 

American Incomes: Demographics of Who has Money, 3rd edition.  Ithaca, NY: New Strategist, 1999.  404 pp.  Q.339.22 R9120 1999.  (Communications Library Reserves).

Since the first edition of Household Incomes was published in 1993, the U.S. economy has emerged from recession and grown at a faster rate than at any time in the past three decades.  American Incomes explores the economic consequences of demographic and technological changes, revealing who is pulling ahead and who is falling behind.  Armed with these facts, business researchers and public policymakers can better position themselves to keep the good times rolling.

 

American Marketplace: Demographics and Spending Patterns, 4^th edition.  Ithaca, NY: New Strategist, 1999.  455 pp.  317.3 Am354 1999.  (Communications Library Reserves).

The just-updated 4th edition of The American Marketplace examines the U.S. population in rich detail, from the proportion of immigrants who settle in California to the proportion of babies born out of wedlock, from the net worth of baby boomers to the amount of money people spend on entertainment. It also looks into the future, with projections of population, workers, and industries.  The editors analyzed the numbers and compiled each of the tables so that you can see the trends quickly without having to calculate the statistics yourself. The data are accompanied by an analysis of the numbers and each table is documented if you want to explore the original source of information.

 

American Men and Women: Demographics of the Sexes. Ithaca, NY: New Strategist, 2000. 440 pp. $89.95. ISBN: 1-885070-29-2. 658.8340973 Am35.

American Men and Women: Demographics of the Sexes examines the lives of men and women in rich detail, from the proportion of the self-employed to the number of Americans sharing their home with grown children, from the earnings of those with professional degrees to what men and women think about egalitarian sex roles. It also looks into the future, with projections of key data such as males and females by race and age, educational degrees earned, and labor force participation.

 

American Women: Who They Are & How They Live. Ithaca, NY: New Strategist Publications, 1997.  400 pp.  305.40973021 Am35. (Communications Library Reserves).

This easy to use reference contains scores of clear tables, broken out by age, race, and Hispanic origin, household type, presence of children, and other useful variables.  Where possible, the data are compared with similar data for men.  To help the reader spot trends, many of the tables include percent distributions, percent change over time, and other statistical calculations.  Topics include attitudes, education, health, income, labor force, living arrangements, population, spending, and wealth.

 

Americans 55 & Older: A Changing Market, 2nd edition.  Sharon Yntema, editor.  Ithaca, NY: New Strategist Publications, 1999.  345 pp.  305.260973 Am35 1999.  (Communications Library Reserves).

This book shows why the stereotypes of aging must be put to rest as healthier, wealthier, and more active people enter this age group.  It includes the latest numbers and expert analysis.  To help spot trends, many of the tables include time-saving percent distributions, percent change of time, and other statistical calculations.  Topics include attitudes, education, health, income, labor force, living arrangements, population, spending, and wealth.

 

Americans at Play: Demographics of Outdoor Recreation & Travel.  Alison S. Wellner.  Ithaca, NY: New Strategist Publications, 1997.  367 pp.  790.068021 W462a.  (Communications Library Reserves).

This book examines who participates in outdoor recreational activities and travel and how much they spend. It provides information on such issues as what outdoor recreational activity is most popular, which sports are hottest for people aged 40 to 49, how the affluent like to play, and how much we spend on recreation, participant sports, recreational lessons, athletic gear, and travel.  As an added plus, the author identifies eight important trends in today's sports and recreation. Finally, each chapter includes interviews with experts in the field, who discuss the future of the various recreational activities.

 

The Baby Boom: Americans Aged 35 to 54, 2^nd edition.  Cheryl Russell.  Ithaca, NY: New Strategist, 1999.  369 pp.  658.8340844 R912b 1999.  (Communications Library Reserves).

As they enter their 40s and 50s, millions of self-indulgent, demanding, and fun-loving baby boomers are changing the meaning of middle age. They still think of themselves as young—and hip—and now they have the money to indulge themselves in everything from new cars to lavish family trips. This just-updated reference was written by a nationally recognized authority on the baby boom, it gives you all the demographic and spending data you need to target this huge and influential generation. Focusing on 35-to-54-year-olds, The Baby Boom’s nine chapters examine boomers’ Attitudes and Behavior, Education, Health, Incomes, Labor Force Participation, Living Arrangements, Population, Spending, and Wealth.  An extra plus is the author’s analysis and suggestions of how shifts within this enormous generation will affect everything from spending levels to demand for health care reform.

 

Best Customers: Demographics of Consumer Demand.  Cheryl Russell and Susan Mitchell.    Ithaca, NY: New Strategist Publications, 1999.  727 pp.  381.305 R912b.  (Communications Library Reserves).

As consumers’ spending choices increase, the advertising task of finding the right selling hook becomes a search for nuances.  This book explains what psychographics is, where it came from, and how you can use it. It traces the origins, evolution, and subsequent business applications of psychographic research.  Drawing from interviews with market research professionals, articles, books, and other sources, this definitive work demystifies psychographics.

 

Beyond Mind Games: The Marketing Power of Psychographics.  Rebecca Piirto.  Ithaca, NY: American Demographics, 1991.  263 pp.  658.83 P632b.  (Communications Library Reserves).

As consumers’ spending choices increase, the advertising task of finding the right selling hook becomes a search for nuances.  This book explains what psychographics is, where it came from, and how you can use it. It traces the origins, evolution, and subsequent business applications of psychographic research.  Drawing from interviews with market research professionals, articles, books, and other sources, this definitive work demystifies psychographics.

 

Black Americans.  Ithaca, NY: American Demographics, 1997.  25 pp.  305.896073 B56193.  (Communications Library Reserves).

This publication includes the market data on today’s and tomorrow’s black Americans.  Tables and charts from the Forecast newsletter detail population, income, education, and family data.  Feature articles from American Demographics magazine profile African-American business owners, shoppers, and urban trendsetters. 

 

Black America: An Economic Powerhouse in the Dark (what you should know).  Eric Franey.  Commack, NY: Nova Science Publishers, 1996.  157 pp.  658.8340896 F851b. (Communications Library Reserves).

This book describes in exquisite detail a massive market largely ignored by big business. The African-American market has been quietly growing in size and sheer economic strength for a number of years. This exploding market has been underestimated by corporate America. Franey explains this phenomena and dissects the market with eye-opening facts which may come as a surprise to even keen observers of American life.

 

Children as Consumers: A Psychological Analysis of the Young People’s Market.  Barrie Gunter and Adrian Furnham.  New York, NY: Routledgs, 1998.  216 pp.  658.834083 G957c.  (Education Library/Commerce Library).

The children’s and teenager’s market has become increasingly significant as young people have become more affluent, and have an ever growing disposable income.  Children as Consumers traces the stages of consumer development which children pass through and examines the key sources upon young people’s consumer socialization.  It examines: the kinds of things young people consume; how they use their money; how they respond to different types of advertising; and whether they need o be protected through special legislation and regulation.

 

 The Clustered World: How we Live, What we Buy, and What it all Means about Who we are.   Michael J. Weiss.  Boston, MA: Little, Brown and Co., 2000.  323 pp.  306.0973 W4365c. (Communications Library Reserves).

Michael Weiss expands on the geodemographics of the bestseller The Clustering of America with this look at the sixty-two new lifestyle "clusters" that define who we are by what we buy.  The concept of clustering has spread throughout the world, revealing a global village of people who have more in common with foreigners of the same cluster than they do with their fellow country people.  Weiss unveils how businesses and bureaucrats use clustering systems to influence our opinions and choices on bowling alleys in Florida, vending machines in Japan, and social policy in Sweden.  His commentary reveals how Garth Brooks became big in Ireland and why Parisian office workers no longer take two hours for lunch.

Demographics of the U.S.: Trends and Projections. Cheryl Russell. Ithaca, NY: New Strategist, 2000. 570 pp. $79.95. ISBN: 1-885070-31-4. 304.60973 R911d.

It has been 25 years since the Census Bureau published Historical Statistics of the United States, which examined the changing profile of the nation from its founding forward to 1970. Demographics of the U.S.: Trends and Projections updates many of those statistics, examining demographic trends from 1950 to the end of the 20th century and projecting some into the future. Demographics of the U.S.: Trends and Projections gives you the numbers behind the five trends that reshaped the nation from the past 50 years and the five major trends of the next 50 years, which are: the increasing diversity of Americans; the aging of the population; the high-tech revolution; the rise of individualism; our rising standard of living.

The EPM Consumer Segmentation Survey.  Michael Schau and the editors of Research Alert. New York, NY: EPM Communications, 2000. 137 pp.  658.802 Sch19e.  (Communications Library Reserves).

This survey helps with hundreds of ways to systematically evaluate consumer patterns.  Marketing a new cola-based beverage? Included is information on what kinds of TV programs cola-lovers prefer, targeting financial services to women, which products will appeal to "Savvy Investors," "Self-Reliant Savers" and "Worried Frugals," customer services that appeal to specific market segments.  More than 60 segmentation profiles from research houses, consultants, advertising agencies and others give the key indicators needed to create breakthrough products, services, advertising and marketing campaigns.

 

Everybody Eats: Supermarket Consumers in the 1990s.  Marcia Mogelonsky.  Ithaca, NY: American Demographics, 1995.  229 pp.  658.83430973 M724e.  (Communications Library Reserves).

This book focuses exclusively on supermarket shoppers and the factors that influence their food purchasing decisions. It divides shoppers into age segments, region, race and ethnicity, and economic groups. Readers learn about heavy economizers, how different groups of consumers respond to new products, and how consumers manage the sea of product information they face every time they enter the supermarket.

 

Gays, Lesbians, and Consumer Behavior : Theory, Practice and Research Issues in Marketing.   Daniel L. Wardlow, editor.  New York, NY: Haworth Press, 1996.  261 pp.  658.8348 G257. (Communications Library Reserves).

The communications and marketing contributors of this book offer some helpful advice and insights into marketing to gay men and women from Valentine Day consumption rituals to appearance and self-presentation research in a gay consumer culture. In a more solidly practical approach, articles on discrimination against same-sex couples in hotel reservation policies, the effect of homosexual imagery in advertising, and marketing strategies aim to heighten consciousness draw attention to a number of issues that should form the core agenda for gay and lesbian consumer research.

 

Generation X: The Young Adult Market, 2nd edition.  Susan Mitchell.  Ithaca, NY: American Demographics, 1999.  280 pp.  658.83408 M695g 1999.  (Communications Library Reserves).

Young adults are in the prime years for marrying, having children, moving, and setting up new households.  This book presents the latest data on the demographics, spending patterns, and attitudes of 18-to-34-year-olds as this important consumer group establishes buying patterns. Every table in Generation X was individually compiled and created especially for this book. Many of the tables contain percent distributions and report percentage change over time. The tables are accompanied by explanatory text and highlights of future trends. Along with basic demographic, wealth, and spending measures, this profile examines trends in attitudes, living arrangements, labor force participation, health, and income.

 

Hispanic Market Handbook: The Definitive source for Reaching this Lucrative Segment of American Consumers.  Isabel Valdes and Marta H. Seoane.  Detroit, MI: Gale Research, 1995.  488 pp.  658.8348 V233h.  (Communications Library Reserves).

Valuable for businesspeople competing to reach the Hispanic market, this reference book conveys the fundamental differences that distinguish Hispanic-American consumers from mainstream American consumers. It provides both qualitative and quantitative data documenting the Hispanic population in the U. S., and also discusses the interpretation of the data, as well as the analytical tools, strategic thinking, and planning necessary to a successful marketing or advertising campaign. Eight case studies illustrate the points presented in the text.

 

Hitting the Sweet Spot, the Consumer Insight Workbook : How Consumer Insights can Inspire Better Marketing and Advertising.  Lisa Fortini-Campbell.  Chicago, IL: Copy Workshop, 1992.  246 pp.  658.8342 F776h.  (Communications Library Reserves).

This is a book about how to get to know your customer. Learn the real truth about "breakthrough" communication. Learn how to be a "consumer detective." And learn about "The Sweet Spot." From an introduction to Ethnography, and improved observation and interviewing skills through useful and practical mapping and presentation tools, this book will help you move from data and information to insight and inspiration.

 

Household Spending: Who Spends How Much on What, 5^th edition.  Ithaca, NY: New Strategist Publications, 1999.  792 pp.  Q.339.47 H816 1999.  (Communications Library Reserves).

Household Spending enables you to locate your best customers by directing you to your most important markets. Within this fourth edition, you will find a summary of household spending statistics arranged by consumer segments such as age, income, marital status, household type, region by income, education, ethnicity, number of earners and occupation, This reference tool also presents detailed spending statistics by major product and service category. It also includes total spending and spending shares to the year 2000 based on the shifting age of the population. This book reveals how the American household is spending their money and the total spending is projected by age to the year 2000. The tables provided reveal whether spending by households in a given segment is above or below the average for all households.

 

The Kids Market: Myths and Realities.  James U. McNeal.  Ithaca, NY: Paramount Books, 1999.  272 pp.  658.83408 M233k.  (Communications Library Reserves).

This book provides insight into a group of consumers worthy of attention.  The book draws from a broad cross section of industries, products, and services.  It examines issues of advertising, promotion, product design, and packaging and focuses on children’s perception of the marketplace beginning with their first trip to the grocery store at a median age of two months.  It follows through a predictable process in which parents encourage children to ask for things they want and then gradually teach them the concept of exchanging money for goods and services, a process which sets the stage for a lifetime’s worth of shopping.

 

Market Segmentation: Using Demographics, Psychographics, and Other Niche Marketing.  Chicago, IL: Probus Publishing, 1994.  313 pp.  658.802 W433m 1994.  (Commerce Library).

This edition of Market Segmentation includes the key elements that made the first edition the resource for marketing professionals. Its state-of-the-art demographic and psychographic segmentation techniques and case studies are completely updated to reflect the latest data and applications. This expanded edition also covers international market segmentation and database marketing/single source data to help analyze market opportunities. Topics include: the pre-segmented market; physical attributes; statistical software; segmentation resources; developing global market strategies.

 

 Marketing to American Latinos: A Guide to the In-Culture Approach, part 1. M. Isabel Valdes. Ithaca, NY: Paramount Books, 2000. 177 pp. $54.95. ISBN: 0-9671439-3-4. 658.8340868 V233m v.1.

Tap into $400 billion in Latino purchasing power with multicultural research author Isabel Valdés. She gives all the facts and figures needed to understand the size and power of the rapidly growing U.S. Hispanic market. She introduces the reader to the New Latina and Generation Ñ, and talks about how to market to them. Most important, she discusses the potential of an exploding market and the culturally sensitive issues you must respect if you plan to do business within this enormous Latin community.

 

Marketing to the New Natural Consumer.  Harvey Hartman and David Wright.  Ithaca, NY: American Demographics Books, 1999.  265 pp.  658.834 H255m.  (Communications Library Reserves).

This book provides 10 years worth of consumer and trade research on the $65 billion wellness market.  With consumers integrating a wide and growing range of natural health products and services into their lives, it is imperative that manufacturers and retailers understand this evolving marketplace.  The book focuses on the research findings conducted by the Hartman Group on consumer segments, the changing culture and lifestyle of wellness in America, and recommended marketing communications techniques to reach wellness-minded consumers. 

 

The Master Trend: How the Baby Boom Generation is Remaking America.  Cheryl Russell.  Ithaca, NY: American Demographics Books, 1993.  274 pp.  306.0973 R912m.  (Communications Library Reserves).

In her book, the former editor-in-chief of American Demographics magazine presents the  blueprint by which the baby-boom generation will leave its legacy. This carefully watched generation is now finding itself in a midlife crisis as it is pulled in multiple directions. A hard look at where we've been and where we are going.

 

Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites, 3r^d edition.  Ithaca, NY: American Demographics Books, 2000.  728 pp. 305.80973 R912o 2000.  (Communications Library Reserves).

A complete guide to the nation's racial and ethnic makeup based on government data-many of which is no longer available to the general public in published form. A comprehensive section for each group profiles income, households, living arrangements, and spending patterns. You will learn about the largest Hispanic and Asian ethnic groups, find out where the foreign-born population came from, and get the latest data on immigration and interracial couples. New to this edition are tables showing population by race, by state, by age-these tables reveal where minority children are filling classrooms and where minority populations make up a large share of the work force. 

 

Rocking the Ages: The Yankelovich Report on Generational Marketing.  J. Walker Smith and Ann Clurman.  Ithaca, NY: American Demographics Books, 1997.  314 pp.  658.8 Sm68r 1998.  (Communications Library).

America's oldest citizens have always been a generation of great hope; they want to be reminded that your product will reward them for years of self-sacrifice and hard work. Baby boomers were born in times of great economic prosperity and believe that a comfortable living is their birthright. In their ongoing efforts to have it all, today's boomers want to know that your product will simplify their life or save them time. Gen Xers want to discover interesting products that fit with the image of self that they are creating. Generational ties link widely disparate individuals of varying education, income, and life stages. Understanding a cohort's defining characteristics can help you create products and craft marketing messages that capture your customers' attention.

 

Segmenting the Mature Market: Identifying, Targeting, and Reaching America’s Diverse, Booming Senior Markets.  Carol M. Morgan and Doran J. Levy.  Ithaca, NY: American Demographics Books, 1996.  362 pp.  658.8340846 M821s.  (Communications Library Reserves).

People over age 50 account for 43 percent of all U.S. households and half of all  discretionary income. The authors break down the market into segments based on attitudes, lifestyles, financial status, shopping patterns, media usage, and other demographic and psychographic factors. They also identify and describe these unique segments and link them to specific trends, brand loyalty, media usage, activities, purchasing behavior and demographic characteristics. This highly detailed resource guides marketers and advertisers through the entire process of charting the course for cutting-edge strategies in marketing communication and new-product development. Learn how seniors spend their money, who is retiring, and who is returning to work.

 

Silver Linings: Selling to the Expanding Mature Market.  Herschell Gordon Lewis.  Chicago, IL: Bonus Books, 1996.  165 pp.  658.8340846 L586s.  (Communications Library Reserves).

The “over 55” marketplace is the fastest growing and most misunderstood market segment in the world today.  This book provides marketers with rules for advertising to individuals over 55 years of age and explores the myths of the “over 55” market segment.

 

Target the U.S. Asian Market: A Practical Guide to Doing Business.  Angi Ma Wong.  Ithaca, NY: American Demographics, 1993.  224 pp.  658.8348 W846t 1994.  (Communications Library Reserves).

Asian-American consumers are a fascinating blend of centuries-old traditions and contemporary American culture.  This marketing guide shows the reader where to get information on the impact of education and culture on the decision-making process; potentially offensive intercultural mistakes; how numbers, colors, names, and feng shui affect business.

 

Targeting the New Professional Woman; How to Market and Sell to Today's 57 Million Working Women.  Gerry Myers.  Chicago, IL: Probus, 1994.  258 pp.  658.83408 M989t. (Communications Library Reserves).

This book describes the unique characteristics of this market and outlines successful sales and marketing strategies specifically designed to target working women effectively. Using both marketing successes and failures as examples, the author clearly outlines what works and what doesn't when it comes to marketing to the modern woman. Topics include: extensive demographic data; customer service and its importance to women; how women make purchasing decisions; elements of successful marketing and ad campaigns; purchasing patterns for numerous products.  Myers explores the enormous impact women are having in the consumer marketplace. She profiles companies and programs that have successfully attracted this growing new market segment, and those that have failed, examining the strategies behind the triumphs and the miscalculations.

Understanding the Older Consumer: The Grey Market.  Barrie Gunter.  London: Routledge, 1998.  182 pp.  658.8340846 G957u.  (Communications Library Reserves).

There are more people over 50 than ever before, with numbers likely to continue to rise.  They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched.  In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioral and psychological profiles of this group.  He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force.  This book provides information on older people’s lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences .

 

What Kids Buy and Why: The Psychology of Marketing to Kids. Dan S. Acuff.  New York, NY: Free Press, 1997.  206 pp.  658.834083 Ac93w.  (Communications Library Reserves).

Based on the latest child development research, What Kids Buy and Why is full of provocative information about the cognitive, emotional, and social needs of each age group.  The book is the result of Acuff and Reiher’s almost twenty years of consulting with high-profile clients including Johnson & Johnson, Nike, Microsoft, Nestle, Tyco, Disney, Pepsi, Warner Brothers, Mattel, Kraft, and General Mills.  The author discusses why 3-7 year olds love things that transform, why 8-12 year olds love to collect stuff, how the play patterns of boys and girls differ, and why kids of all ages love slapstick.

 

Wise up to Teens: Insights into Marketing and Advertising to Teenagers, 2nd edition.  Peter Zollo.  Ithaca, NY: American Demographics, 1999.  350 pp.  658.8348 Z75w 1999.  (Communications Library Reserves).

This book explains where teens get their money, how and why they spend it, and what they think about themselves and the world around them. Learn the five rules that will make your advertising more appealing to teens, what brands teens think are cool, words to use in advertising to teens, which media and promotions teens prefer, and how much influence teens have over what their parents buy.