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Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers

Tina Wells

7 ratings by Goodreads
ISBN 10: 1118004051 / ISBN 13: 9781118004050
Published by Wiley, 2011
New Condition: New Hardcover
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Bibliographic Details

Title: Chasing Youth Culture and Getting it Right: ...

Publisher: Wiley

Publication Date: 2011

Binding: Hardcover

Book Condition:New

Edition: 1.

About this title


Understand and market to the newest wave of millennials

Whether you're a business professional trying to decode the $43billion youth market, a marketer looking for a message thatconnects, or an entrepreneur trying to develop youth-orientedproducts, Chasing Youth Culture and Getting It Right gives you anunparalleled field guide to the newest wave of millennials andtheir mindsets.

Inside this unique book, you'll meet four major tribes?the WiredTechie, The Conformist But Somewhat Paradoxical Preppy, TheAlways-Mellow Alternative, and The Cutting-Edge Independent?andunderstand their key traits, likes and dislikes, and what kind ofadult they will likely become.

  • Includes many examples of companies, brands, and organizationswho chased the youth demographic and got it right, or who failed tonail their audience
  • Understand such concepts as Warholism, Tweenabees, Hand-me-ups,Massclusivity, The Facebook Effect, and Instantity
  • Author has won many honors and much media recognition as ayoung entrepreneur and youth marketer to watch

Want to understand the next generation? Get Chasing YouthCulture and Getting It Right and discover how to reach thisfascinating and elusive demographic.

From the Author:

I started my career almost 15 years ago, at the age of 16. And I will admit it was a total and complete accident. At the time, I was working as a writer for a newspaper for girls out of New York City, The New Girl Times. The publisher of the paper, Miriam Hipsh, really gave me - and other young writers - an amazing opportunity. I really understood the power of my voice. What started out as a gig writing product reviews turned into a company I founded called The Buzz. The Buzz transformed into, which eventually became Buzz Marketing Group.
So this concept of chasing youth culture and getting it right is something on which I've spent my entire career focusing. From a very young age, I've had the privilege of working with brands like Verizon Wireless, Candie's, Maidenform, American Eagle Outfitters, PBS, and a host of others. I've been able to learn from the things they did right, and major blunders they've made in an effort to satisfy the Millennial consumer.
We live in a world that is completely obsessed with staying young and understanding young people. This book isn't just for the marketers who are trying so hard to get the youth dollar, it's for the Millennials' teachers, parents, the media - anyone who wants to understand how to talk to and understand today's young people.
I hope that through this book, I will be able to finally put an end to a few Millennial myths (they're apathetic, they don't care about anything) and also enlighten you on how they behave and want to be communicated with (tribes are important, and you have to speak their language).
In this book you'll learn about mindset marketing, and how you have to market to Millennials based on their tribal needs. There is a distinct way that Millennials want you to talk to them, and understanding what their needs are will make this communication that much easier. I'll also discuss the importance of technology, and how it's changing the way Millennials think and how they feel about the future. It greatly impacts the way marketers communicate with them. Finally, I'll introduce the trend of Global Mobiles - my new name for Millennials. The world has truly become their oyster, and there are no technological limits when it comes to consuming the good that they really want.
I hope that you enjoy this book, and I hope that it serves as a guide to you on your journey to understand Millennials more.  This book is full of advice that I give my clients every day. I believe that marketers truly want to understand Millennials - actually, we all do - and this book is my attempt to start what I hope is a very engaging and ongoing conversation. Let the conversation begin. 

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