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Gen BuY

ebook

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.


    Expand title description text
    Publisher: Wiley

    Kindle Book

    • Release date: August 4, 2009

    OverDrive Read

    • ISBN: 9780470523636
    • Release date: August 4, 2009

    EPUB ebook

    • ISBN: 9780470523636
    • File size: 330 KB
    • Release date: August 4, 2009

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    Formats

    Kindle Book
    OverDrive Read
    EPUB ebook

    subjects

    Business Nonfiction

    Languages

    English

    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.


    Expand title description text