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Gen buY : how tweens, teens, and twenty-somethings are revolutionizing retail

Author: Kit Yarrow; Jayne O'Donnell
Publisher: San Francisco : Jossey-Bass, ©2009.
Edition/Format:   Print book : English : 1st edView all editions and formats
Database:WorldCat
Summary:
Based on solid research, "Gen Guy" offers an in-depth look at what motivates young people to buy certain products and reject others. The authors reveal what makes these consumers tic, and show marketers how they can tap into the buying power of this burgeoning group of consumers.
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Document Type: Book
All Authors / Contributors: Kit Yarrow; Jayne O'Donnell
ISBN: 9780470400913 0470400919
OCLC Number: 316009983
Description: xx, 250 pages ; 24 cm
Contents: Gen Y is from Mercury --
They shop like they're from a different planet from their parents, too --
The whys behind the buys --
The lives, minds, and hearts of today's tweens, teens, and twenty-somethings --
Sex, love, and shopping --
Influence : the force that is Gen Y --
What works with Gen Y --
Adapting to Gen Y's shopping preferences and power : views from our experts.
Responsibility: Kit Yarrow, Jayne O'Donnell.

Abstract:

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.  Read more...

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Yarrow, consumer psychologist, and O'Donnell, USA Today reporter, explore the buying habits and influence of Generation Y-those born between 1978 and 2000-arguing that this cohort has become the Read more...

 
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