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The Generational Imperative: Understanding Generational Differences in the Workplace, Marketplace, and Living Room Paperback – August 17, 2007

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Product Details

  • Paperback: 290 pages
  • Publisher: Generational Imperative, Incorporated, The (August 17, 2007)
  • Language: English
  • ISBN-10: 0979574501
  • ISBN-13: 978-0979574504
  • Product Dimensions: 6 x 0.7 x 9 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #126,689 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Rob on April 28, 2008
Format: Paperback
I saw Chuck do a part of his seminar at a conference in Syracuse, NY in March 2008. He's a captivating speaker on a fascinating subject that I had not explored much previously. He nailed me and how I see my generation which only leads me to believe that he did the same with the other generations as well. More than one person walked out saying "WOW!" I've been recommending Chuck and this book to everyone ever since.
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3 of 3 people found the following review helpful By William J. McKibbin on September 17, 2014
Format: Paperback
My significant concern about Underwood's approach is the same problem I see with most generational research -- the mistake of clustering "baby boomers" into one cohort rather than two. The reality is that a huge difference in attitudes has emerged between "traditional baby boomers" (born 1945-1954) and the "Jones generation" (born 1955-1964). The grounding for this division into two separate cohorts is the significance of the economic changes that occurred in starting in 1973 (e.g., the sudden emergence of inflation, wage stagnation, unemployment, etc., which have persisted ever since in some degree). The material about the post-baby boomer generations is useful. Nevertheless, the failure to differentiate between traditional baby boomers and the Jones generation is a fatal flaw in this book.
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3 of 3 people found the following review helpful By Kindle Customer on June 13, 2008
Format: Paperback
An excellent example of the differences in generations that didn't seem to exist, especially in the workplace, for many generations before. The current generation entering the working field are not as polite, loyal. This book should be read by everyone 18 and over and should be used as a textbook in all institues of higher learning for training perspective business graduates how to mature, learn and grow professionally and personally.
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5 of 6 people found the following review helpful By Robert on June 22, 2012
Format: Paperback Verified Purchase
Underwood starts the book as if he invented this concept. That he and "only a few others, was on to something special" (this in 2002). His acknowledgements to the actual people that created this concept based on solid research is basically "You know who you are."

If you want to read the basis of the concept of generational marketing read Rocking the Ages: The Yankelovich Report on Generational Marketing. Published in 1998. Yankelovich Partners is a research company that pioneered consumer research starting in 1958 and wrote this landmark book on the subject. The company was sold and is now seen as The Futures Company.

A book that turned me off from the introduction, a book I would like to return.
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2 of 2 people found the following review helpful By Tommykins on November 4, 2012
Format: Paperback Verified Purchase
Book excerpt and premise:
If we understand a generation's unique formative years, we can then make sense of the unique generational core values that arose from those formative years. Armed with that powerful knowledge, we can then "message" to those core values in the marketplace and workplace. And, in the living room with our own families, as we understand each other even more completely.

My translation:
- If you have family
- If you run your own business
- If you are in marketing
- If you have co-workers
- If you like psychology, sociology, history, human nature and your fellow man
- If you're interested in the past, present and future of the USA

If your answer to the points above are yes then generational study will expand your mind, your communications and therefore your horizons.

The above points describe me, so let me say that I find generational study fascinating and Chuck Underwoods 'The Generational Imperative' is at the top of my must read list. As a matter of fact, I have and recommend that it is read multiple times.

A quick, easy, entertaining read that will open your eyes and feed your mind!
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2 of 2 people found the following review helpful By F. Roman on March 12, 2010
Format: Paperback Verified Purchase
Chuck Underwood's artfully written book about how to talk to, market to, work with and manaage anyone from any of the living generations is a Must Read.

I coodirnate a direct marketing association book club and though we read it a few years ago we STILL reference it! My copy is totally dog-earred. It's well researched, reasoned and the information is laid out logically so it's easy to absorb.

Besides having wonderful business applications, I found I understand myself that much better too. My personal and professional lives have benefited.

Do youreself a favor get a copy now.
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2 of 2 people found the following review helpful By Karen E. Kirk on July 28, 2010
Format: Paperback Verified Purchase
After reading this book, I had a greater understanding as to why each generation is so different from the other, and the reason once again for the " Generation Gap" ( a vast gap, if you will) is the difference in our core beliefs and how they were formed. It really helped me to understand the reason why we all struggle to " come together". PEACE
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1 of 1 people found the following review helpful By John Walker on March 6, 2010
Format: Paperback Verified Purchase
While the author's premise and terminology have made their way into the marketing world, the book is brief and a bit glib. Nevertheless, while perhaps not a work of science, it's an easy read and provides a helpful framework for anyone puzzling over their business's relationships with different generations of Americans.
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