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Profiling the eighteen- to forty-year-old consumer market as the most coveted and hard-to-reach consumer segment, a co-author of Don't Think Pink reveals how the buying habits of generations X and Y can be anticipated and identifies ten personality characteristics with which businesses can profitably connect. 35,000 first printing.
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Lisa Johnson is a marketing pioneer, skilled researcher, and expert on consumer behavior. She is the coauthor of Don't Think Pink and CEO of The Reach Group, an international marketing consultancy that helps companies create more compelling brand experiences for women (ReachWomen.com) and the Connected Generation (ReachGroupConsulting.com).From Booklist:
As baby boomers move past their peak spending years and begin to move toward retirement, marketers are focusing their attention on a new generation of consumers. Generation X (1965-79) and Generation Y (1980-97) are technology-fluent individuals who have embraced cell phones, BlackBerries, e-mail, and text messaging, but they have also been so inundated with advertising that they are cynical and difficult to reach. Johnson, CEO and cofounder of the Reach Group, is an award-winning marketer and expert on Gen X & Y and female consumers. She notes that as Gen X & Y have come into dominance in the marketplace, immersed in highly networked, "always on" gadgets and technologies, they have emerged as the "Connected Generation." Johnson identifies 10 core "cravings" that drive these consumers to connect with and buy products, and she highlights the challenges in reaching this group with real-world success stories such as the Motorola Razr, Chipotle Mexican Grill, Target, and Red Bull Energy Drink. The result is effective as both a marketing workbook and a study of social trends. David Siegfried
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Book Description Free Press, 2006. Hardcover. Condition: New. Dust Jacket Condition: new. First Edition. First Edition. Dust jacket in new condition. We have 1.5 million books to choose from -- Ship within 48 hours -- Satisfaction Guaranteed!. Seller Inventory # mon0000631331
Book Description Free Press. Hardcover. Condition: New. 0743277503 New Condition. Slight shelf wear on dust jacket. Seller Inventory # VZX-G836-U610
Book Description Condition: New. Depending on your location, this item may ship from the US or UK. Seller Inventory # 97807432775010000000
Book Description Free Press, 2006. Condition: New. book. Seller Inventory # M0743277503
Book Description Free Press, 2006. Hardcover. Condition: New. annotated edition. Seller Inventory # DADAX0743277503
Book Description SIMON SCHUSTER, United States, 2006. Other book format. Condition: New. Annotated edition. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Today s 18-to-40-year-olds make for a notoriously elusive group of consumers: they re savvy, sophisticated, and particular. They re all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it s going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of teens and twentysomethings. But how to win their attention and loyalty? In Mind Your X s and Y s, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson, coauthor of Don t Think Pink and a leading marketing consultant, pinpoints the new rules of engagement for this Connected Generation. Based on her own and others groundbreaking research, she looks into the heart of the Gen X and Y psyche to identify its ten core cravings -- for adventure, for high-concept design, for new families and social networks, and for personal storytelling, to name a few.This revolutionary book is packed with fascinating case studies of established and breakaway brands from every major industry, interviews with dozens of maverick thinkers and hundreds of consumers, and numerous revealing statistics. Johnson analyzes the scope of each craving to determine how it drives specific buying behaviors and offers relevant data that illustrate its impact. M ind Your X s and Y s equips anyone who wants to reach these consumers -- brand managers and their advertising, online, creative, packaging, events, and promotions teams; small-business owners and their marketing staff; advertising agencies and specialists -- with the know-how to transform market research into profitable strategies.Members of Generations X and Y are the most coveted and hard-to-reach consumers in the marketplace. Mind Your X s and Y s is a master class in how to create compelling brands for this Connected Generation. Seller Inventory # LVN9780743277501
Book Description Free Press, 2006. Hardcover. Condition: New. Never used!. Seller Inventory # P110743277503