Gen buY : how tweens, teens, and twenty-somethings are revolutionizing retail / Kit Yarrow, Jayne O'Donnell.
By: Yarrow, Kit.
Contributor(s): O'Donnell, Jayne.
Material type: TextPublisher: San Francisco : Jossey-Bass, c2009Edition: 1st ed.Bibliography: Includes bibliographical references and index.Description: xx, 250 p. ; 24 cm.ISBN: 9780470400913 (cloth); 0470400919 (cloth).Subject(s): Young adult consumers -- Attitudes | Generation Y -- Attitudes | MarketingDDC classification: 658.8/340835Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.8340835 Y25 2009 (Browse shelf(Opens below)) | Available | 34284003709029 |
Includes bibliographical references and index.
Gen Y is from Mercury -- They shop like they're from a different planet from their parents, too -- The whys behind the buys -- The lives, minds, and hearts of today's tweens, teens, and twenty-somethings -- Sex, love, and shopping -- Influence : the force that is Gen Y -- What works with Gen Y -- Adapting to Gen Y's shopping preferences and power : views from our experts.
Yarrow, consumer psychologist, and O<U+2019>Donnell, USA Today reporter, explore the buying habits and influence of Generation Y<U+2014>those born between 1978 and 2000<U+2014>arguing that this cohort has become the nation<U+2019>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<U+2019>s strongly connected to shopping; they also present Gen Y<U+2019>s unique<U+2014>often gendered<U+2014>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<U+2019>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.
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