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Yarrow, Kit

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

Yarrow, Kit - Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail, ebook

24,80€

Ebook, ePUB with Adobe DRM
ISBN: 9780470523636
DRM Restrictions

Printing75 pages with an additional page accrued every 10 hours, capped at 75 pages
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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.

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2009
Language
en
Edition
1
Page amount
250 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9780470523636
Printed ISBN
9780470400913

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