Charles D. Schewe Ph.D.

Charles D. Schewe, professor of marketing at the University of Massachusetts at Amherst, is a principal at Lifestage Matrix Marketing, a marketing research and consulting firm. His research interests lie in over 30 years of investigating the aging process and helping companies position themselves for an aging population. Using his trained expertise, he has spoken extensively and internationally to diverse groups of managers, companies, and industrial executive groups on various marketing topics.

Dr. Schewe received his Ph.D. in marketing from the Kellogg Graduate School of Management at Northwestern University (1972) and his M.B.A. (1965) and B.A. (1964) from the University of Michigan. In 1979, he was a Fulbright-Hays Scholar at the University of Lund in Sweden, where he is frequently a visiting professor.

Professor Schewe has advised numerous companies on strategic planning, competitive intelligence, marketing research, customer service, and competitive positioning. His client engagements have included Spalding Sports Worldwide, International Business Machines, K-Mart, RJR Nabisco, and Procter & Gamble.

Over the last fifteen years, he 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.

Author of over fifty articles in academic journals such as the Journal of Marketing, Business Horizons, and American Demographics, Dr. Schewe has been quoted and referred to widely. He is frequently featured in newspapers, magazines, and trade publications nationwide, and he is the author of Marketing: Principles and Strategies, The Portable MBA in Marketing, and Exploring the World of Business.