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: 658.8/340835 | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.8340835 Y25 2009 (Browse shelf(Opens below)) | Available | 34284003709029 |
Browsing Davenport Library shelves, Shelving location: Circulating Collection, Collection: Print-Circulating Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| 658.834 P81 EVEolution : the eight truths of marketing to women / | 658.834 Un22 2009 Why we buy : the science of shopping / | 658.834082 Sk53 2009 Too busy to shop : marketing to "multi-minding" women / | 658.8340835 Y25 2009 Gen buY : how tweens, teens, and twenty-somethings are revolutionizing retail / | 658.8342 B389 2011 Unthinking : the surprising forces behind what we buy / | 658.8342 B453 2013 Contagious : why things catch on / | 658.8342 C766 Consumer behavior : buying, having, and being / |
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.
There are no comments on this title.