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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
Kit Yarrow
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Description for Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
Hardcover. 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. Num Pages: 272 pages. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 235 x 163 x 25. Weight in Grams: 466.
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 ... Read morerely 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.
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Product Details
Publisher
John Wiley & Sons Inc United Kingdom
Place of Publication
New York, United States
Shipping Time
Usually ships in 7 to 11 working days
About Kit Yarrow
Kit Yarrow, Ph.d., is an award-winning consumer research scholar and a professor of both marketing and psychology at Golden Gate University, where she chairs the Psychology Department. She speaks and consults regularly in the U.S. and in Europe, applying psychology to shopping, business, and society. Jayne O'Donnell is a retail and automotive reporter for USA Today, where she ... Read morehas worked since 1993 and won several journalism and public service awards. A former columnist for Woman's Day, Jayne has written for publications including Good Housekeeping, Cosmo Girl!, and Parents. Show Less
Reviews for Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
Yarrow, consumer psychologist, and O’Donnell, USA Today reporter, explore the buying habits and influence of Generation Y—those born between 1978 and 2000—arguing that this cohort has become the nation’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 ... Read morean astute look at the motivations and influence of these powerful consumers. They show how societal shifts contributed to a generation that’s strongly connected to shopping; they also present Gen Y’s unique—often gendered—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’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. (Sept.) (PublishersWeekly.com, May 2009) Show Less
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