000 06033cam a2200493 i 4500
001 ocn821218388
003 OCoLC
005 20251028093422.0
008 130321t20132013nyua b 001 0 eng
010 _a 2013007818
035 _a(Sirsi) i9780814433225
040 _aDLC
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016 7 _a016385339
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019 _a851382012
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020 _a9780814433225
_q(hardcover)
020 _a0814433227
_q(hardcover)
035 _a(OCoLC)821218388
_z(OCoLC)851382012
_z(OCoLC)853621024
_z(OCoLC)966539388
_z(OCoLC)967802798
_z(OCoLC)973996026
_z(OCoLC)980543445
_z(OCoLC)985290367
_z(OCoLC)988959923
_z(OCoLC)993370194
037 _bAmacom Books, 600 Ama Way, Saranac Lake, NY, USA, 12983
_nSAN 227-3578
042 _apcc
050 0 0 _aHF 5415.332 .Y66
_bF76 2013
049 _aVF$A
100 1 _aFromm, Jeff.
245 1 0 _aMarketing to millennials :
_breach the largest and most influential generation of consumers ever /
_cJeff Fromm and Christie Garton.
264 1 _aNew York :
_bAMACOM, American Management Association,
_c2013
264 4 _c2013
300 _axix, 202 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages 179-191) and index.
505 0 0 _gIntroduction :
_tInfluential and active consumers ;
_tWhat we uncovered --
_tWho are they? :
_tThe participation economy ;
_tThe old framework vs. the participation framework ;
_tFriends have influence ;
_tBirth of the "digital native" ;
_tOptimistic despite the roller-coaster economy ;
_tThe Millennial mindset --
_tThe new rules of marketing to Millennials :
_tThe "what" generation? ;
_tAn enigma generation? ;
_tBegin a relationship now, if you haven't already ;
_tYounger and older Millennials a difference? ;
_tSix distinct Millennial segments ;
_tMillennial guys and girls --
_tEngage these early adopters of new technologies :
_tThe household CTO ;
_t"I know more than my CEO" ;
_tThe mobile moment of truth --
_tBuild a listening and participation strategy :
_tThe participation economy ;
_tThe "right" strategy ;
_tEngagement (new) vs. interruption (old) ;
_tInteraction (new) vs. reaction (old) ;
_tEngaged participants (new) vs. heavy users (old) ;
_tPersonal gestures (new) vs. big promises (old) ;
_tActive cocreators (new) vs. passive consumers (old) --
_tMake them look good among their peers :
_tHyperconnected and always on the go ;
_tInformation hungry ;
_tGotta look good! ;
_tPeople care about what I say, where I am, and what I'm doing ;
_tSo what does this all mean? --
_tDesign a sense of fun and adventure :
_tMarket disrupters win big ;
_tComedy natives ;
_tGeneration innovation ;
_tThe parent trap --
_tDon't give them a reason to cheat on you :
_tThe price needs to be right ;
_tWhat ever happened to brand loyalty? ;
_tUp the fun factor ;
_tRewards work ;
_tCoupons are king ;
_tExcellent customer service matters, too ;
_tTake their feedback to heart ;
_tBrands that care --
_gEpilogue :
_tKeep up with technology trends ;
_tEngage Millennials in everything you do ;
_tStrive fro content excellence ;
_tGood content is key ;
_tNo brand can afford to ignore Millennials.
520 _a"With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: Build a listening and participation strategy that will help you connect with your brand advocates; Engage these early adopters of new technologies and social tools; Incorporate a sense of adventure and fun into your brand experience; Help make them look good among their peers; and Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. You'll discover the differences between younger and older Millennials, those between Millennial men and women, and six distinct segments of this important demographic, from the cautious, charitable, and information-hungry Hip-ennials to the more conservative Anti-Millennials ... and everything in between."--Jacket.
650 0 _aYoung adult consumers
_xAttitudes.
650 0 _aGeneration Y
_xAttitudes.
650 0 _aTarget marketing.
650 0 _aConsumer behavior.
650 4 _aYoung adult consumers
_xAttitudes.
650 4 _aGeneration Y
_xAttitudes.
650 4 _aTarget marketing.
650 4 _aConsumer behavior.
700 1 _aGarton, Christie.
994 _aC0
_bVF$
999 _c137325
_d137325