Dr. Charles D. Schewe

Dr. Charles D. Schewe

Professor of Sociology, Department of Social Sciences & Cultural Studies at Montana State University Billings

Charles D. Schewe is Professor of Marketing at the University of Massachusetts at Amherst as well as principal in Lifestage Matrix Marketing. Dr. Schewe received his Ph.D. (1972) 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 a Fulbright-Hays Scholar at the University of Lund, in Sweden where he frequently is a visiting professor. In 2010, he was again a Fulbright-Hays Scholar at Massey University in New Zealand.

In 2012, Dr. Schewe received an Honorary Doctorate from Lund University in Lund, Sweden. Professor Schewe has advised numerous companies in strategic planning, competitive intelligence, marketing research, customer service and competitive positioning. His client engagements have included The Coca-Cola Company, Kellogg’s, Spalding Sports Worldwide, International Business Machines, Kmart, RJR Nabisco, Kraft General Foods, Prudential Bache, Grand Metropolitan, Lucky Stores, Eastman Kodak and Procter & Gamble. Over the last two decades, Dr. Schewe has focused on understanding the marketing management implications of an aging population and assisted numerous manufacturers and retailers targeting various age groups. From this knowledge base, he has worked as Executive Consultant to Age Wave, Inc., a San Francisco-based consulting firm specializing in offering counsel on the implications of the Aging of America. While working at Age Wave, Dr. Schewe met Geoffrey Meredith with whom he started Lifestage Matrix Marketing in 1994.

Dr. Schewe has spoken extensively and internationally to executive groups on marketing topics within his areas of expertise. He has given numerous keynote addresses to large audiences in such varied industries as credit unions, healthcare, financial services, senior living communities, building supplies, and polyurethane. He has authored over fifty articles in academic journals such as the Journal of Marketing, the Journal of Marketing Research, Business Horizons, Marketing Management and the Journal of Consumer Marketing. His recent articles in American Demographics have been quoted and referenced widely. He is frequently featured in newspapers, magazines and trade publications nationwide. He is the author of Exploring The World Of Business (Worth Publishers, 1996), co-authored with Ken Blanchard, author of The One Minute Manager, and The Portable MBA In Marketing (John Wiley & Sons, 1998). His most recent book, Defining Markets, Defining Moments: America’s 7 Generational Cohorts, Their Shared Experiences, And Why Businesses Should Care, has been wildly acclaimed by business professionals and academics as detailing an exciting new way to understand today’s market segments and their values.