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

Name: Gen Buy How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
Availability: InStock
ISBN: 9780470400913

ISBN-10: 0470400919

ISBN-13: 9780470400913

Edition: 2009

Authors: Kit Yarrow, Jayne O'Donnell, Jayne O'Donnell, Yarrow, Jayne O#8242;Donnell

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Description:

This book is the first in-depth look at what motivates young people to buy certain products and reject others. The authors will use shopping-already an activity packed with psychological meaning-as a lens to understand how our culture at large will be impacted by this influential generation. With unique insight into the hearts and minds of Gen Y, Yarrow and O'Donnell show how this group will continue to turn traditional sales and marketing upside down, and the authors make well-supported predictions for the future. From the music industry's fast-declining sales of CDs in favor of digital downloads, to grandparents playing with Wiis, to the booming green movement, Gen Y's stamp is already…

Book details

List price: $16.99
Copyright year: 2009
Publisher: John Wiley & Sons, Limited
Publication date: 9/18/2009
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.012
Language: English



Introduction



Gen Y Is from Mercury



They Shop Like Theyï¿½re from a Different Planet Than Their Parentsï¿½, Too



The Whys Behind the Buys



The Lives, Minds, and Hearts of Todayï¿½s Tweens, Teens, and Twenty-Somethings



Sex, Love, and Shopping



Influence: The Force That Is Gen Y



What Works with Gen Y



Adapting to Gen Yï¿½s Shopping Preferences and Power: Views from Our Experts


Notes


Acknowledgments


About the Authors


Index