Yarrow / O'Donnell Gen BuY

How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
1. Auflage 2009
ISBN: 978-0-470-52363-6
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten, E-Book

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

Autoren/Hrsg.

Yarrow, Kit

O'Donnell, Jayne

Inhaltsverzeichnis

Introduction.
1: Gen Y Is from Mercury.
2: They Shop Like They're from a Different Planet ThanTheir Parents', Too.
3: The Whys Behind the Buys.
4: The Lives, Minds, and Hearts of Today's Tweens, Teens,and Twenty-Somethings.
5: Sex, Love, and Shopping.
6: Influence: The Force That Is Gen Y.
7: What Works with Gen Y.
8: Adapting to Gen Y's Shopping Preferences and Power:Views from Our Experts.
Notes.
Acknowledgments.
About the Authors.
Index.

Über Autor(innen)

Kit Yarrow, Ph.d., is an award-winning consumer research scholarand a professor of both marketing and psychology at Golden GateUniversity, where she chairs the Psychology Department. She speaksand consults regularly in the U.S. and in Europe, applyingpsychology to shopping, business, and society.
Jayne O'Donnell is a retail and automotive reporter for USAToday, where she has worked since 1993 and won several journalismand public service awards. A former columnist for Woman's Day,Jayne has written for publications including Good Housekeeping,Cosmo Girl!, and Parents.