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Author: Karen Ritchie Publisher: Free Press ISBN: Category : Business & Economics Languages : en Pages : 200
Book Description
A study of advertisers' and marketers' intentions to aim at a new consumer group - those born between 1961 and 1981 - and dubbed Generation X. The author introduces this new generation, describing how they respond to minorities, business, education, career, family and the media.
Author: Karen Ritchie Publisher: Free Press ISBN: Category : Business & Economics Languages : en Pages : 200
Book Description
A study of advertisers' and marketers' intentions to aim at a new consumer group - those born between 1961 and 1981 - and dubbed Generation X. The author introduces this new generation, describing how they respond to minorities, business, education, career, family and the media.
Author: Jeff Fromm Publisher: AMACOM ISBN: 0814433235 Category : Business & Economics Languages : en Pages : 220
Book Description
Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them. Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they: Value social networking and aren't shy about sharing opinions Refuse to remain passive consumers but expect to participate in product development and marketing Demand authenticity and transparency Are highly influential, swaying parents and peers Are not all alike; therefore, understanding key segments is invaluable Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.
Author: Jeff Fromm Publisher: AMACOM ISBN: 0814439284 Category : Business & Economics Languages : en Pages : 247
Book Description
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
Author: Jeff Fromm Publisher: AMACOM ISBN: 0814436595 Category : Business & Economics Languages : en Pages : 268
Book Description
While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood. Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to: Enlist Millennial parents as co-creators of brands and products * Promote purpose beyond the bottom line * Cultivate shareability * Democratize customer experience * Integrate technology * Develop content-driven campaigns that speak to Millennials * And more A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household-and connect with these critical consumers in the complex participation economy.
Author: Karen Ritchie Publisher: Simon and Schuster ISBN: 1439106096 Category : Business & Economics Languages : en Pages : 279
Book Description
As so-called baby boomers age, there has arisen a new generation to be categorized, characterized, analyzed, stereotyped, written about, targeted, and advertised and sold to. And apparently none of this can happen without first tagging it with a label. The name that seems to have stuck so far is "Generation X," taken from Douglas Coupland's 1991 novel. If nothing else, though, that label suggests an unknown quantity and emphasizes the fact that the most recent generation to come of age is more diverse and fragmented than any before. Undaunted, Ritchie, a past senior vice-president at advertising powerhouse McCann-Erickson and now responsible for media buying for General Motors, argues that marketers and advertisers have ignored differences between "X-er's" and "boomers," which they must now face up to or risk losing this newly dominant market. Traits belonging to this group worth noting, suggests Ritchie, are its diversity, fascination with interactivity, resistance to obvious or patronizing marketing appeals, uncertain future, and general resentfulness of the attention the previous generation received.
Author: Joeri Van Den Bergh Publisher: Kogan Page Publishers ISBN: 074946805X Category : Business & Economics Languages : en Pages : 288
Book Description
How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.
Author: Joe Marconi Publisher: McGraw-Hill Companies ISBN: 9780658001383 Category : Target marketing Languages : en Pages : 0
Book Description
"In-depth case studies reveal the secrets of successful future marketing strategies as practiced by such brands as Amazon.com, HBO, IKEA, American Girl, Barbie, and many more who are maximizing both "new" and "old" media to make lasting connections with their targeted markets."--BOOK JACKET.
Author: Ashley Christofferson-Cunningham Publisher: Home Builder Press ISBN: 9780867185355 Category : Business & Economics Languages : en Pages : 77
Book Description
Learn how to better understand Gen-Xers and earn their trust, increasing sales by focusing on the different ways they view public relations, referrals, customer service, and warranty. Examine the three age-groups within Gen-X along with the embedded technology they need, and learn how to avoid stereotyping this new generation of home buyers while discovering the hot buttons to attract them. Recommended reading for CMP and MIRM.
Author: Ada Calhoun Publisher: Grove Press ISBN: 0802147860 Category : Family & Relationships Languages : en Pages : 243
Book Description
The acclaimed author explores the hidden crises of Gen X women in this “engaging hybrid of first-person confession, reportage [and] pop culture analysis” (The New Republic). Ada Calhoun was married with children and a good career—and yet she was miserable. She thought she had no right to complain until she realized how many other Generation X women felt the same way. What could be behind this troubling trend? To find out, Calhoun delved into housing costs, HR trends, credit card debt averages, and divorce data. At every turn, she saw that Gen X women were facing new problems as they entered middle age—problems that were being largely overlooked. Calhoun spoke with women across America who were part of the generation raised to “have it all.” She found that most were exhausted, terrified about money, under-employed, and overwhelmed. And instead of being heard, they were being told to lean in, take “me-time,” or make a chore chart to get their lives and homes in order. In Why We Can’t Sleep, Calhoun opens up the cultural and political contexts of Gen X’s predicament. She offers practical advice on how to ourselves out of the abyss—and keep the next generation of women from falling in. The result is reassuring, empowering, and essential reading for all middle-aged women, and anyone who hopes to understand them.
Author: Karen Ritchie
Author: Karen Ritchie
Author: Jeff Fromm
Author: Jeff Fromm
Author: Jeff Fromm
Author: Karen Ritchie
Author: Joeri Van Den Bergh
Author: Joe Marconi
Author: Douglas Coupland
Author: Ashley Christofferson-Cunningham
Author: Ada Calhoun