Marketing to millennials : reach the largest and most influential generation of consumers ever
Record details
- ISBN: 9780814433225 (hardcover)
- ISBN: 0814433227 (hardcover)
-
Physical Description:
print
xix, 202 pages : illustrations ; 24 cm - Publisher: New York : AMACOM, American Management Association, [2013]
- Copyright: �2013
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references (pages 179-191) and index. |
Formatted Contents Note: | Who are they? -- The new rules of marketing to Millennials -- Engage these early adopters of new technologies -- Build a listening and participation strategy -- Make them look good among their peers -- Design a sense of fun and adventure -- Don't give them a reason to cheat on you. |
Search for related items by subject
Subject: | Young adult consumers Attitudes Generation Y Attitudes Target marketing Consumer behavior |
More Options
Available copies
- 1 of 1 copy available at Kirtland Community College.
Holds
- 0 current holds with 1 total copy.
Show Only Available Copies
Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
---|---|---|---|---|---|
Kirtland Community College Library | HF 5415.332 .Y66 F76 2013 | 30775305465081 | General Collection | Available | - |
Marketing to Millennials : Reach the Largest and Most Influential Generation of Consumers Ever
Click an element below to view details:
Table of Contents
Marketing to Millennials : Reach the Largest and Most Influential Generation of Consumers Ever
Section | Section Description | Page Number |
---|---|---|
List of Figures | p. xi | |
Foreword | p. xiii | |
Acknowledgments | p. xvii | |
Introduction | p. 1 | |
Influential and Active Consumers | p. 2 | |
What We Uncovered | p. 4 | |
Chapter 1 | Who Are They? | p. 7 |
The Participation Economy | p. 8 | |
The Old Framework vs. the Participation Framework | p. 9 | |
Friends Have Influence | p. 16 | |
Birth of the "Digital Native" | p. 19 | |
Optimistic Despite the Roller-Coaster Economy | p. 20 | |
The Millennial Mindset | p. 23 | |
Chapter 1 | Key Takeaways | p. 27 |
Chapter 2 | The New Rules of Marketing to Millennials | p. 29 |
The "What" Generation? | p. 30 | |
An Enigma Generation? | p. 32 | |
Begin a Relationship Now, If You Haven't Already | p. 34 | |
Younger and Older Millennials: A Difference? | p. 37 | |
Six Distinct Millennial Segments | p. 39 | |
Millennial Guys and Gals | p. 47 | |
Chapter 2 | Key Takeaways | p. 51 |
Chapter 3 | Engage These Early Adopters of New Technologies | p. 53 |
The Household CTO | p. 55 | |
"I Know More Than My CEO" | p. 57 | |
The Mobile Moment of Truth | p. 61 | |
Chapter 3 | Key Takeaways | p. 73 |
Chapter 4 | Build a Listening and Participation Strategy | p. 75 |
The Participation Economy | p. 81 | |
The "Right" Strategy | p. 83 | |
Engagement (New) vs. Interruption (Old) | p. 85 | |
Interaction (New) vs. Reaction (Old) | p. 90 | |
Engaged Participants (New) vs. Heavy Users (Old) | p. 96 | |
Personal Gestures (New) vs. Big Promises (Old) | p. 98 | |
Active Cocreators (New) vs. Passive Consumers (Old) | p. 100 | |
Chapter 4 | Key Takeaways | p. 104 |
Chapter 5 | Make Them Look Good Among Their Peers | p. 107 |
Hyperconnected and Always On the Go | p. 110 | |
Information Hungry | p. 112 | |
Gotta Look Good! | p. 118 | |
People Care About What I Say, Where I Am, and What I'm Doing | p. 120 | |
So What Does This All Mean? | p. 122 | |
Chapter 5 | Key Takeaways | p. 124 |
Chapter 6 | Design a Sense of Fun and Adventure | p. 127 |
Market Disrupters Win Big | p. 132 | |
Comedy Natives | p. 135 | |
Generation Innovation | p. 137 | |
The Parent Trap | p. 140 | |
Chapter 6 | Key Takeaways | p. 143 |
Chapter 7 | Don't Give Them a Reason to Cheat on You | p. 145 |
The Price Needs to Be Right | p. 147 | |
What Ever Happened to Brand Loyalty? | p. 149 | |
Up the Fun Factor | p. 150 | |
Rewards Work | p. 155 | |
Coupons Are King | p. 158 | |
Excellent Customer Service Matters, Too | p. 159 | |
Take Their Feedback to Heart | p. 162 | |
Brands That Care | p. 163 | |
Chapter 7 | Key Takeaways | p. 167 |
Chapter 8 | Epilogue | p. 169 |
Keep Up with Technology Trends | p. 169 | |
Engage Millennial in Everything You Do | p. 170 | |
Strive for Content Excellence | p. 172 | |
Good Content Is Key | p. 173 | |
No Brand Can Afford to Ignore Millennial | p. 175 | |
Notes | p. 179 | |
Index | p. 193 | |
About the Authors | p. 201 |