How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
On Sale: September 8, 2009
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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
* 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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