Charles D. Schewe

Updated at: May 21, 2007, 1:57 a.m.

Charles D. Schewe, B.A., M.B.A., University of Michigan; Ph.D. (Marketing), Northwestern Universty.

Charles D. Schewe is Professor of Marketing at the University of Massachusetts at Amherst as well as principal in Lifestage Matrix Marketing, a marketing research and consulting firm located in Amherst. Dr. Schewe received his Ph.D. (1972) in marketing from the Kellogg Graduate School of Management at Northwestern University and his MBA (1965) and BA (1964) from the University of Michigan. In 1979, he was Fulbright-Hays Scholar at the University of Lund, in Sweden where he frequently is a visiting professor.

Professor Schewe has advised numerous companies in strategic planning, competitive intelligence, marketing research, customer service, and competitive positioning. His client engagements have included Spalding Sports Worldwide, International Business Machines, Kmart, RJR Nabisco, Kraft General Foods, Prudential Bache, Grand Metropolitan, Lucky Stores, Procter & Gamble, Coca-Cola and Kellogg's. Over the last twenty years, Dr. Schewe has focused on understanding the marketing management implications of our aging population and assisted numerous manufacturers and retailers targeting the 50+ population. From this knowledge base, he has worked as Executive Consultant to Age Wave, a San Francisco-based consulting firm specializing in offering counsel on the implications of our changing demographics.

Dr. Schewe has spoken extensively and internationally to executive groups on marketing topics within his areas of expertise. He has given seminars to diverse groups of managers, companies, and industries. He has authored over fifty articles in academic journals such as Journal of Marketing, the Journal of Marketing Research, Business Horizons, Marketing Management and the Journal of Consumer Marketing. His recent aging articles in American Demographics have been quoted and referenced widely. He is the author of Marketing: Principles and Strategies (Random House, 1987) and The Portable MBA in Marketing (John Wiley & Sons, 1998) with Ken Blanchard, author of The One Minute Manager. He also co-authored Exploring the World of Business (Worth, 1996). He is presently writing a book on cohort segmentation which demonstrates how to market to various age groups.

Related Books

The Portable MBA in Marketing