{"product_id":"gen-buy-how-tweens-teens-and-twenty-somethings-are-revolutionizing-retail-hardback-9780470400913","title":"Gen BuY; How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail (Hardback) 9780470400913","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGen BuY\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eKit Yarrow (Author), Jayne O'Donnell (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470400913, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 18 September 2009\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e272 pages, Tables: 1 B\u0026amp;W, 0 Color\u003cbr\u003e23.6 x 16.1 x 2.7 cm, 0.472 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003eYarrow, consumer psychologist, and O’Donnell, \u003ci\u003eUSA Today\u003c\/i\u003e 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 an 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. \u003ci\u003e(Sept.)\u003c\/i\u003e (\u003ci\u003ePublishersWeekly.com\u003c\/i\u003e, May 2009)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eDiscover the forces driving the decisions of today's most sought after consumers\u003c\/p\u003e \u003cp\u003eAccording to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In \u003ci\u003eGen BuY\u003c\/i\u003e, 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eShows what it takes to successfully woe and win young consumers with purchasing power\u003c\/li\u003e \u003cli\u003eFilled with surprising insights into the psyche of Gen Y buyers\u003c\/li\u003e \u003cli\u003eWritten by an expert in consumer research and a well-connected media consumer author\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eGen Buy\u003c\/i\u003e is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eIntroduction.  \u003cp\u003e1: Gen Y Is from Mercury.\u003c\/p\u003e \u003cp\u003e2: They Shop Like They’re from a Different Planet Than Their Parents’, Too.\u003c\/p\u003e \u003cp\u003e3: The Whys Behind the Buys.\u003c\/p\u003e \u003cp\u003e4: The Lives, Minds, and Hearts of Today’s Tweens, Teens, and Twenty-Somethings.\u003c\/p\u003e \u003cp\u003e5: Sex, Love, and Shopping.\u003c\/p\u003e \u003cp\u003e6: Influence: The Force That Is Gen Y.\u003c\/p\u003e \u003cp\u003e7: What Works with Gen Y.\u003c\/p\u003e \u003cp\u003e8: Adapting to Gen Y’s Shopping Preferences and Power: Views from Our Experts.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Jossey-Bass","offers":[{"title":"Brand New","offer_id":52511199494424,"sku":"9780470400913","price":17.45,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470400913_223296.jpg?v=1786589896","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/gen-buy-how-tweens-teens-and-twenty-somethings-are-revolutionizing-retail-hardback-9780470400913","provider":"Freshly Printed Books","version":"1.0","type":"link"}