| Record ID | marc_columbia/Columbia-extract-20221130-015.mrc:146766063:2329 |
| Source | marc_columbia |
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LEADER: 02329cam a22003374a 4500
001 7435154
005 20091222090047.0
008 090504s2009 cau b 001 0 eng
010 $a 2009017419
020 $a9780470400913 (cloth)
020 $a0470400919 (cloth)
024 $a40017119028
035 $a(OCoLC)ocn316009983
035 $a(OCoLC)316009983
035 $a(NNC)7435154
040 $aDLC$cDLC$dBTCTA$dUKM$dYDXCP$dC#P$dOrLoB-B
050 00 $aHF5415.332.Y66$bY37 2009
082 00 $a658.8/340835$222
100 1 $aYarrow, Kit,$d1958-
245 10 $aGen buY :$bhow tweens, teens, and twenty-somethings are revolutionizing retail /$cKit Yarrow, Jayne O'Donnell.
250 $a1st ed.
260 $aSan Francisco :$bJossey-Bass,$cc2009.
300 $axx, 250 p. ;$c24 cm.
504 $aIncludes bibliographical references and index.
505 00 $g1.$tGen Y Is from Mercury -- $g2.$tThey Shop Like They're from a Different Planet from Their Parents, Too -- $g3.$tThe Whys Behind the Buys -- $g4.$tThe Lives, Minds, and Hearts of Today's Tweens, Teens, and Twenty-Somethings -- $g5.$tSex, Love, and Shopping -- $g6.$tInfluence: The Force That Is Gen Y -- $g7.$tWhat Works with Gen Y -- $g8.$tAdapting to Gen Y's Shopping Preferences and Power: Views from Our Experts.
520 1 $a"In our uncertain economic times, it is more important than ever to understand the forces that drive the purchasing decisions of the members of Gen Y (those born between 1978 and 2000). As today's largest and most influential generation of shoppers, their tastes and technological expertise are revolutionizing the way companies do business." "Kit Yarrow and Jayne O'Donnell argue that this complex generation can best be reached through a deep understanding of what makes them tick. In this book, they explore the psychological and social underpinnings of what Gen Yers want, why they buy, and how to best engage them. Gen BuY outlines practical suggestions for marketers on how to harness this group's incredible buying power - and arms consumers with a better understanding of what triggers their own shopping and buying habits."--BOOK JACKET.
650 0 $aYoung adult consumers$xAttitudes.
650 0 $aGeneration Y$xAttitudes.
650 0 $aMarketing.
700 1 $aO'Donnell, Jayne.
852 00 $boff,bus$hHF5415.332.Y66$iY37 2009