Marketing to Millennials
Reach the Largest and Most Influential Generation of Consumers Ever
Authors: Jeff Fromm, Christie Garton
Pub Date: July 2013
Print Edition: $24.95
Print ISBN: 9780814433225
Page Count: 224
e-Book ISBN: 9780814433232
Buy the book:
Millennials are the crucial consumers of today and tomorrow—and marketing
to them requires a brand new approach.
Millennials are the crucial consumers of today and tomorrow—and marketing to them requires a brand new approach.
The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of “cool” to their advertising are due for a rude awakening.
Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials:
• Value social networking and aren’t shy about sharing opinions
• Refuse to remain passive consumers—they expect to participate in product development and marketing
• Demand authenticity and transparency
• Are highly influential—swaying parents and peers
• Are not all alike—understanding key segments is invaluable
Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.
About the Authors
JEFF FROMM is Executive Vice President at Barkley, with over 25 years’ experience working with major brands including Hallmark, Sears, and PayLess.
CHRISTIE GARTON is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.
Search the full text of this book
Search Full Text of
For single copy purchases of any AMACOM title, you can connect directly to the online retailer of your choice, from the list below, to buy the title you have selected. Most of our links will take you directly to that title on the site, making your shopping experience easier. You can also visit your local retailer, and if the book is not on their shelves they can special order it for you.
Retailers: Please contact us to change or add a listing.
Buying in Bulk?
We have very competitive discounts starting at 5 copies, as well as personal service, for bulk orders. Simply contact our Special Sales Department. Call 800-250-5308 or 212-903-8420 and ask for Special Sales. You can also email: SpecSlsWeb@amanet.org