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Marketing to Gen Z : the rules for reaching this vast and very different generation of influencers

Fromm, Jeff. (Author). Read, Angie. (author.).

Available copies

  • 1 of 1 copy available at Kirtland Community College.

Current holds

0 current holds with 1 total copy.

Location Call Number / Copy Notes Barcode Shelving Location Status Due Date
Kirtland Community College Library HF 5415.332 .Y66 F757 2018 30775305535255 General Collection Available -

Record details

  • ISBN: 9780814439272
  • ISBN: 0814439276
  • Physical Description: print
    xxi, 202 pages : illustrations ; 24 cm
  • Publisher: New York : AMACOM, [2018]

Content descriptions

Bibliography, etc. Note: Includes bibliographical references and index.
Formatted Contents Note: Who is Gen Z? -- Mobile and social from birth -- New communication rules -- A matter of influence -- Brand me -- New kids on the shopping block -- Hot brands and cool ideas -- What's next?
Summary, etc.: "In size and influence, Gen Z has arrived. This 1996-2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hardworking, socially conscious, and skeptical of marketing hype, they're carving out an identity that's both distinct from their predecessors and more demanding. Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect with them. Based on original research and in-depth interviews, the book walks you through the new rules of marketing, explaining how to capture the hearts of young people who hate conspicuous ads"--
Subject: Young adult consumers Attitudes
Target marketing
Consumer behavior
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