MARC Record from Library of Congress

LEADER: 01677cam a2200325 a 4500
001 2009017419
003 DLC
005 20100319080701.0
008 090504s2009 cau b 001 0 eng
010 $a 2009017419
015 $aGBA959234$2bnb
016 7 $a015291533$2Uk
020 $a9780470400913 (cloth)
020 $a0470400919 (cloth)
035 $a(OCoLC)ocn316009983
040 $aDLC$cDLC$dBTCTA$dUKM$dYDXCP$dC#P$dBWX$dVP@$dCDX$dFHP$dDLC
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 0 $aGen Y is from Mercury -- They shop like they're from a different planet from their parents, too -- The whys behind the buys -- The lives, minds, and hearts of today's tweens, teens, and twenty-somethings -- Sex, love, and shopping -- Influence : the force that is Gen Y -- What works with Gen Y -- Adapting to Gen Y's shopping preferences and power : views from our experts.
520 $aBased on solid research, "Gen Guy" offers an in-depth look at what motivates young people to buy certain products and reject others. The authors reveal what makes these consumers tic, and show marketers how they can tap into the buying power of this burgeoning group of consumers.
650 0 $aYoung adult consumers$xAttitudes.
650 0 $aGeneration Y$xAttitudes.
650 0 $aMarketing.
700 1 $aO'Donnell, Jayne.