The $100 Billion Allowance: How to Get Your Share of the Global Teen Market

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9780471298489: The $100 Billion Allowance: How to Get Your Share of the Global Teen Market
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"A fascinating insight into the lives of global teens, with clever tips and very clear steps to help any marketer find the way through to the hearts and minds of today's youth population." -Roy Edmondson, Presence and Publicity Director, Levi Strauss & Co.

"Elissa Moses's book does the best job I've ever seen of breaking down, bite by bite, a look at teen culture in a range of countries and across a range of industries. A bible for anyone doing business targeting global youth." -Marian Salzman, Worldwide Director, Brand Futures Group

"Insights from The $100 Billion Allowance have already helped Philips better connect to global youth." -Cor Boonstra, President, Royal Philips Electronics N.V.

"Anyone interested in globalization has to read The $100 Billion Allowance. Elissa Moses's new book stands alongside The Lexus and the Olive Tree by Tom Friedman as a twenty-first-century globalization guidebook." -Joseph T. Plummer, Executive Vice President, Director of Brand Strategy on Global Accounts, McCann Erickson Worldwide

"Elissa Moses is one of those rare shrinks who knows how to actively listen and exactly when to ask why . . . but she never stops there. Elissa offers the clear explanations for action that any consumer-oriented company always needs." -Gerard Dufour, Founding Partner, BLIS, former Senior Director of Marketing, Royal Philips Electronics N.V.

"Elissa Moses feels the pulse of the global teen market and finds it vibrating with energy and bursting with potential for the astute marketer." -Arthur Selkowitz, Chairman and CEO, D'Arcy Masius Benton & Bowles

"The $100 Billion Allowance is filled with some wonderful insights for all marketers . . . and parents." -Ron Berger, Chief Executive Officer, Messner Vetere Berger McNamee Schmetterer/EURO RSCG

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From the Inside Flap:

The global marketplace is in the throes of a youth explosion. Today's average consumer is under 25 with money to spend and opinions that count against the fate of global brands. If you are a marketer of youth-oriented products, or responsible for global brand marketing, then you need to know what young consumers have to say and how to leverage it.

The $100 Billion Allowance is the first no-holds-barred, direct pipeline from today's untapped, unlimited global teen market to you. Based on the results of the most comprehensive study of worldwide teen consumerism ever published-27,600 teenagers in 44 countries revealing their stark, startling, no-nonsense opinions and attitudes-this powerful book is required reading for anyone trying to attain leadership in marketing virtually anything. Technology . . . fashion and beauty . . . food . . . personal care . . . entertainment . . . The $100 Billion Allowance will clue you in to the amazing similarities (unifiers) and surprising distinctions (differentiators) that drive this global juggernaut.

Today's teen market is huge, growing, and spending-with record-high allowances and over 50 percent of U.S. teens working. Even more enticing, this new income is almost entirely disposable. From the first chapter-"Welcome to Teen Planet: Population Five Hundred Million"-to the last-"Beyond 2000"-The $100 Billion Allowance provides the statistics and information you need to understand the attitudes, values, behavior, and views affecting brand affinity of today's youth. It also provides the unique insights and experience of Elissa Moses, who has consulted with many of the world's leading youth brands from Coca-Cola(r) to MTV.

Curious how the United States evolved from a 1980s pariah into the new millennial capital of the New World Teen Culture? Profiles of teens around the world will tell you what they really think from a geographical perspective. Want to know which nation's teens spend the most money every week? Those who automatically respond "United States" will be shocked to discover that the United States isn't even in the top five!

It's time to meet your target. Whether you're a need-to-know marketing professional or simply curious about the exploding-yet still in its infancy-global teen market, The $100 Billion Allowance will force you to throw away your assumptions, get to know your teen target intimately, and shape your marketing efforts to embrace the new teen culture. And, more importantly, have that culture embrace your product.

About the Author:

ELISSA MOSES is Senior Vice President and Director of Global Consumer and Market Intelligence for Royal Philips Electronics N.V. As the innovator behind The BrainWaves Group, a global strategy and trends consulting group, her clients have spanned The Coca-Cola Company, Calvin Klein, MTV, General Motors, Levi Strauss, and the NBA. Ms. Moses is a popular speaker throughout the globe on marketing strategy and lifestyle trends. She has been profiled in the New York Times and USA Today, as well as on the Today Show and NBC Nightly News. Prior to founding The BrainWaves Group, she was Director of Strategic Planning at DMB&B Advertising (now D'Arcy Worldwide). Elissa Moses can be reached at elissamoses@aol.com.

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