Prof. Charles Schewe

Charles D. Schewe

Professor of Marketing,

Departmental Honors Coordinator 

Telephone: 413-545-5672


Office: Isenberg 221C


View CV (pdf) 



Ph.D., Northwestern University, 1972
M.B.A., University of Michigan, 1965
B.A., University of Michigan, 1964

Research/Teaching Interests:

Generational cohort segmentation in America & globally

Lifestage transitions around the world Marketing implications of the aging of America

Consumer behavior


Selected Publications:

With Kathleen Debevec, Thomas Madden, Anders Parment, Andrew Murphy, and William Diamond. "If You've Seen One, You've Seen Them All! Are Young Millennials the Same Worldwide?" Journal of International Consumer Marketing, Vol. 25, No. 1, (January, 2013), pp. 3-15.


With Kathleen Debevec, Thomas Madden and William D. Diamond. "Are Today's Millennials Splintering into a New Generational Cohort?  Maybe!" Journal of Consumer Behavior, Vol. 12, No. 1, (January, 2013), pp. 20-31.


With Eric Berkowitz  "Generational Cohorts Hold the Key to Understanding Patients and Health Care Providers: Coming-of-Age Experiences Influence Health Care Behaviors for a Lifetime" Health Marketing Quarterly, Vol. 28, (Spring 2011), pp. 190-204.


With Paulo Cesar Motta. "Are Marketing Management Decisions Shaped During One's Coming of Age?" Management Decisions, Vol. 46, No. 7, (Fall, 2008), pp. 1096-1110.

With Benny Carlson. "Age Matters: Segmenting Swedish Markets by Generational Cohorts," Revista Portuguesa de Marketing, Vol. 10, No. 18, (October, 2006), pp. 65-73.

With Geoffrey Meredith. "Segmenting Global Markets by Generational Cohort: Determining Motivations by Age," Journal of Consumer Behavior, Vol 4, No. 1, (October 2004), pp. 51-63.

With Stephanie Noble. "Cohort Segmentation: An Exploration of Its Validity." Journal of Business Research, 16, no. 12 (December, 2003), pp. 979-987.

With Geoffrey Meredith. Defining Markets, Defining Moments. New York, John Wiley & Sons, 2002.

With Geoffrey Meredith and Alex Hiam. Managing by Defining Moments. New York, John Wiley & Sons, 2002.

With Stephanie Noble. "Market Segmentation by Cohorts: The Value and Validity of Cohorts in America and Abroad." Journal of Marketing Management, Vol. 16, No. 1, (Jan/Feb/Mar, 2000), pp. 129-142.

With Geoffrey Meredith and Stephanie Noble. "Defining Moments: Segmenting by Cohorts." Marketing Management, Vol. 9, No. 3, (Fall, 2000), pp. 48-53.

With Alex Hiam. The Portable M.B.A. in Marketing. 2nd ed. New York, John Wiley & Sons, 1998.

Academic and Professional Activities:

Founder, and Past President, Association for Marketing and Health Care Research

Adviser for Professional Update Diploma, Executive Development Program, EFL Kunskapsutveckling, Lund, Sweden, 1996 - present


Honorary Doctorate [Honoris Causa] University of Lund, Sweden, May 2012

Fulbright Hays Senior Specialist Award to New Zealand, 2010

Fulbright Hays Award, University of Lund, Sweden

Findus visiting professorship, Holger Crafoord School of Economics and Management, University of Lund,  Sweden

Isenberg School of Management Outstanding Teacher of the Year Award, 2002