Gen Buy: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail

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9780470400913: Gen Buy: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail
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Yarrow, consumer psychologist, and O'Donnell, USA Today reporter, explore the buying habits and influence of Generation Y-those born between 1978 and 2000-arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique-often gendered-buying behaviors and the psychological motivations guiding its purchasing. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.) ( PublishersWeekly.com , May 2009)

Reseña del editor:

Discover the forces driving the decisions of today's most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY , Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.

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Kit Yarrow, Jayne O Donnell
Editorial: John Wiley and Sons Ltd, United Kingdom (2009)
ISBN 10: 0470400919 ISBN 13: 9780470400913
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Descripción John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Estado de conservación: New. 231 x 160 mm. Language: English . Brand New Book. Discover the forces driving the decisions of today s most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY , Yarrow and O Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers. Nº de ref. de la librería AAH9780470400913

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Kit Yarrow, Jayne O Donnell
Editorial: John Wiley and Sons Ltd, United Kingdom (2009)
ISBN 10: 0470400919 ISBN 13: 9780470400913
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Descripción John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Estado de conservación: New. 231 x 160 mm. Language: English . Brand New Book. Discover the forces driving the decisions of today s most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY , Yarrow and O Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers. Nº de ref. de la librería AAH9780470400913

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Descripción Jossey-Bass Inc Pub, 2009. Hardcover. Estado de conservación: Brand New. 1st edition. 272 pages. 9.10x6.30x1.00 inches. In Stock. Nº de ref. de la librería __0470400919

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Descripción Jossey Bass, 2009. Hardcover. Estado de conservación: New. 16.5 x 23.7 cm. Using research gained from interviews, focus groups, and online surveys, offers an in-depth looks at what motivates young consumers to buy certain products and shows marketers how to tap into the buying power of this powerful group of consumers. Our orders are sent from our warehouse locally or directly from our international distributors to allow us to offer you the best possible price and delivery time. Book. Nº de ref. de la librería MM-60128457

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