Marketing to Millennials Reach the Largest and Most Influential Generation of Consumers Ever

• Main Authors: Fromm, Jeff (Author), Garton, Christie (Author)
• Format: Book
• Language: English
• Published: New York AMACOM, American Management Association 2013
• Subjects: Consumer Behavior > Attitude; Target Marketing > Attitude; Young Adult Consumers > Attitudes; Generation Y > Attitudes
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xix, 202 pages illustrations 24 cm
• Bibliography: Includes bibliographical references (p. 179-191) and index
• ISBN: 9780814433225; 0814433227

The jokes at the Millennials' expense are aplenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them--which goes far beyond having a Twitter account and a flashy advertising campaign.Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. Based on original market research, the insightful guide reveals the eight attitudes shared by most Millennials, including how they: • Value social networking and aren't shy about sharing opinions• Refuse to remain passive consumers but expect to participate in product development and marketing • Demand authenticity and transparency • Are highly influential, swaying parents and peers • Are not all alike; therefore, understanding key segments is invaluableComplete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.