Marketing to millennials: reach the largest and most influential generation of consumers ever
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY [u.a.]
Amacom
2013
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XIX, 202 S. graph. Darst. |
| ISBN: | 9780814433225 0814433227 |
Staff View
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV041227850 | ||
| 003 | DE-604 | ||
| 005 | 20140710 | ||
| 007 | t | ||
| 008 | 130820s2013 xxud||| |||| 00||| eng d | ||
| 010 | |a 2013007818 | ||
| 020 | |a 9780814433225 |c hardcover |9 978-0-8144-3322-5 | ||
| 020 | |a 0814433227 |c hardcover |9 0-8144-3322-7 | ||
| 035 | |a (OCoLC)859377131 | ||
| 035 | |a (DE-599)BVBBV041227850 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-945 |a DE-473 |a DE-739 |a DE-573 |a DE-1049 | ||
| 050 | 0 | |a HF5415.332.Y66 | |
| 082 | 0 | |a 658.8/340842 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QP 631 |0 (DE-625)141917: |2 rvk | ||
| 100 | 1 | |a Fromm, Jeff |e Verfasser |0 (DE-588)1044186682 |4 aut | |
| 245 | 1 | 0 | |a Marketing to millennials |b reach the largest and most influential generation of consumers ever |c Jeff Fromm and Christie Garton |
| 264 | 1 | |a New York, NY [u.a.] |b Amacom |c 2013 | |
| 300 | |a XIX, 202 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 648 | 7 | |a Geschichte 1981-1990 |2 gnd |9 rswk-swf | |
| 648 | 7 | |a Geschichte 1977-1995 |2 gnd |9 rswk-swf | |
| 650 | 4 | |a Young adult consumers |x Attitudes | |
| 650 | 4 | |a Generation Y |x Attitudes | |
| 650 | 4 | |a Target marketing | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 0 | 7 | |a Verbraucherverhalten |0 (DE-588)4062644-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Generation |0 (DE-588)4156601-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Zielgruppe |0 (DE-588)4117714-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Jahrgang |0 (DE-588)4200408-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 651 | 7 | |a USA |0 (DE-588)4078704-7 |2 gnd |9 rswk-swf | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Verbraucherverhalten |0 (DE-588)4062644-1 |D s |
| 689 | 0 | 2 | |a Generation |0 (DE-588)4156601-4 |D s |
| 689 | 0 | 3 | |a Jahrgang |0 (DE-588)4200408-1 |D s |
| 689 | 0 | 4 | |a Geschichte 1981-1990 |A z |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | 1 | |a Zielgruppe |0 (DE-588)4117714-9 |D s |
| 689 | 1 | 2 | |a Generation |0 (DE-588)4156601-4 |D s |
| 689 | 1 | 3 | |a Jahrgang |0 (DE-588)4200408-1 |D s |
| 689 | 1 | 4 | |a Geschichte 1977-1995 |A z |
| 689 | 1 | 5 | |a USA |0 (DE-588)4078704-7 |D g |
| 689 | 1 | |5 DE-604 | |
| 700 | 1 | |a Garton, Christie |e Verfasser |0 (DE-588)1044188936 |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026202286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-026202286 | ||
Record in the Search Index
| _version_ | 1804150668096700416 |
|---|---|
| adam_text | List of Figures
.....................................xi
Foreword
........................................xiii
Acknowledgments
.................................xvii
Introduction
.......................................1
Influential and Active Consumers
....................2
What We Uncovered
..............................4
CHAPTER
1
Who Are They?
....................................7
The Participation Economy
.........................8
The Old Framework vs. the Participation Framework
......9
Friends Have Influence
...........................16
Birth of the Digital Native
........................19
Optimistic Despite the
Roller-Coaster
Economy
.........20
The Millennial Mindset
............................23
Chapter
1 :
Key Takeaways
........................27
CHAPTER
2
The New Rules of Marketing to Millennials
............... 29
The What Generation?
.......................... 30
An Enigma Generation?
........................... 32
Begin a Relationship Now, If You Haven t Already
....... 34
Younger and Older Millennials: A Difference?
.......... 37
Six Distinct Millennial Segments
.................... 39
Millennial Guys and Gals
.......................... 47
Chapter
2:
Key Takeaways
........................ 51
vi ¡i
Contents
CHAPTER
3
Engage These Early Adopters of New Technologies
........53
The Household
СТО
.............................55
I Know More Than My CEO
.......................57
The Mobile Moment of Truth
.......................61
Chapter
3:
Key Takeaways
........................73
CHAPTER
4
Build a Listening and Participation Strategy
..............75
The Participation Economy
........................81
The Right Strategy
.............................83
Engagement (New) vs. Interruption (Old)
.............85
Interaction (New) vs. Reaction (Old)
.................90
Engaged Participants (New) vs. Heavy Users (Old)
......96
Personal Gestures (New) vs. Big Promises (Old)
........98
Active Cocreators (New) vs. Passive Consumers (Old)
. . 100
Chapter
4:
Key Takeaways
.......................104
CHAPTER
5
Make Them Look Good Among Their Peers
.............107
Hyperconnected and Always On the Go
.............110
Information Hungry
.............................112
Gotta Look Good!
..............................118
People Care About What I Say, Where I Am, and
What I m Doing
..............................120
So What Does This All Mean?
.....................122
Chapter
5:
Key Takeaways
.......................124
Contents ix
CHAPTER
6
Design a Sense of Fun and Adventure
................. 127
Market Disrupters Win Big
........................ 132
Comedy Natives
............................... 135
Generation Innovation
........................... 137
The Parent Trap
................................ 140
Chapter
6:
Key Takeaways
....................... 143
CHAPTER
7
Don t Give Them a Reason to Cheat on You
............. 145
The Price Needs to Be Right
...................... 147
What Ever Happened to Brand Loyalty?
............. 149
Up the Fun Factor
.............................. 150
Rewards Work
................................. 155
Coupons Are King
.............................. 158
Excellent Customer Service Matters, Too
............. 159
Take Their Feedback to Heart
..................... 162
Brands That Care
.............................. 163
Chapter
7:
Key Takeaways
....................... 167
CHAPTER
8
Epilogue
....................................... 169
Keep Up with Technology Trends
................... 169
Engage Millennial ¡n Everything You Do
............. 170
Strive for Content Excellence
...................... 172
Good Content Is Key
............................ 173
No Brand Can Afford to Ignore
Millenniais............ 175
Notes
.......................................... 179
Index
.......................................... 193
About the Authors
................................ 201
|
| any_adam_object | 1 |
| author | Fromm, Jeff Garton, Christie |
| author_GND | (DE-588)1044186682 (DE-588)1044188936 |
| author_facet | Fromm, Jeff Garton, Christie |
| author_role | aut aut |
| author_sort | Fromm, Jeff |
| author_variant | j f jf c g cg |
| building | Verbundindex |
| bvnumber | BV041227850 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.332.Y66 |
| callnumber-search | HF5415.332.Y66 |
| callnumber-sort | HF 45415.332 Y66 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 QP 631 |
| ctrlnum | (OCoLC)859377131 (DE-599)BVBBV041227850 |
| dewey-full | 658.8/340842 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/340842 |
| dewey-search | 658.8/340842 |
| dewey-sort | 3658.8 6340842 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| era | Geschichte 1981-1990 gnd Geschichte 1977-1995 gnd |
| era_facet | Geschichte 1981-1990 Geschichte 1977-1995 |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02706nam a2200673zc 4500</leader><controlfield tag="001">BV041227850</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20140710 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">130820s2013 xxud||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2013007818</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780814433225</subfield><subfield code="c">hardcover</subfield><subfield code="9">978-0-8144-3322-5</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0814433227</subfield><subfield code="c">hardcover</subfield><subfield code="9">0-8144-3322-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)859377131</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV041227850</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-945</subfield><subfield code="a">DE-473</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-1049</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.332.Y66</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/340842</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 631</subfield><subfield code="0">(DE-625)141917:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Fromm, Jeff</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1044186682</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing to millennials</subfield><subfield code="b">reach the largest and most influential generation of consumers ever</subfield><subfield code="c">Jeff Fromm and Christie Garton</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York, NY [u.a.]</subfield><subfield code="b">Amacom</subfield><subfield code="c">2013</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIX, 202 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="648" ind1=" " ind2="7"><subfield code="a">Geschichte 1981-1990</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="648" ind1=" " ind2="7"><subfield code="a">Geschichte 1977-1995</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Young adult consumers</subfield><subfield code="x">Attitudes</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Generation Y</subfield><subfield code="x">Attitudes</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Target marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Consumer behavior</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Verbraucherverhalten</subfield><subfield code="0">(DE-588)4062644-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Generation</subfield><subfield code="0">(DE-588)4156601-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Zielgruppe</subfield><subfield code="0">(DE-588)4117714-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Jahrgang</subfield><subfield code="0">(DE-588)4200408-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="651" ind1=" " ind2="7"><subfield code="a">USA</subfield><subfield code="0">(DE-588)4078704-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Verbraucherverhalten</subfield><subfield code="0">(DE-588)4062644-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Generation</subfield><subfield code="0">(DE-588)4156601-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="3"><subfield code="a">Jahrgang</subfield><subfield code="0">(DE-588)4200408-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="4"><subfield code="a">Geschichte 1981-1990</subfield><subfield code="A">z</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Zielgruppe</subfield><subfield code="0">(DE-588)4117714-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="2"><subfield code="a">Generation</subfield><subfield code="0">(DE-588)4156601-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="3"><subfield code="a">Jahrgang</subfield><subfield code="0">(DE-588)4200408-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="4"><subfield code="a">Geschichte 1977-1995</subfield><subfield code="A">z</subfield></datafield><datafield tag="689" ind1="1" ind2="5"><subfield code="a">USA</subfield><subfield code="0">(DE-588)4078704-7</subfield><subfield code="D">g</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Garton, Christie</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1044188936</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bamberg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026202286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-026202286</subfield></datafield></record></collection> |
| geographic | USA (DE-588)4078704-7 gnd |
| geographic_facet | USA |
| id | DE-604.BV041227850 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:42:35Z |
| institution | BVB |
| isbn | 9780814433225 0814433227 |
| language | English |
| lccn | 2013007818 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-026202286 |
| oclc_num | 859377131 |
| open_access_boolean | |
| owner | DE-945 DE-473 DE-BY-UBG DE-739 DE-573 DE-1049 |
| owner_facet | DE-945 DE-473 DE-BY-UBG DE-739 DE-573 DE-1049 |
| physical | XIX, 202 S. graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Amacom |
| record_format | marc |
| spelling | Fromm, Jeff Verfasser (DE-588)1044186682 aut Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton New York, NY [u.a.] Amacom 2013 XIX, 202 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Geschichte 1981-1990 gnd rswk-swf Geschichte 1977-1995 gnd rswk-swf Young adult consumers Attitudes Generation Y Attitudes Target marketing Consumer behavior Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Generation (DE-588)4156601-4 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Jahrgang (DE-588)4200408-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Verbraucherverhalten (DE-588)4062644-1 s Generation (DE-588)4156601-4 s Jahrgang (DE-588)4200408-1 s Geschichte 1981-1990 z DE-604 Zielgruppe (DE-588)4117714-9 s Geschichte 1977-1995 z USA (DE-588)4078704-7 g Garton, Christie Verfasser (DE-588)1044188936 aut Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026202286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fromm, Jeff Garton, Christie Marketing to millennials reach the largest and most influential generation of consumers ever Young adult consumers Attitudes Generation Y Attitudes Target marketing Consumer behavior Verbraucherverhalten (DE-588)4062644-1 gnd Generation (DE-588)4156601-4 gnd Zielgruppe (DE-588)4117714-9 gnd Jahrgang (DE-588)4200408-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4156601-4 (DE-588)4117714-9 (DE-588)4200408-1 (DE-588)4037589-4 (DE-588)4078704-7 |
| title | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_auth | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_exact_search | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_full | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_fullStr | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_full_unstemmed | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_short | Marketing to millennials |
| title_sort | marketing to millennials reach the largest and most influential generation of consumers ever |
| title_sub | reach the largest and most influential generation of consumers ever |
| topic | Young adult consumers Attitudes Generation Y Attitudes Target marketing Consumer behavior Verbraucherverhalten (DE-588)4062644-1 gnd Generation (DE-588)4156601-4 gnd Zielgruppe (DE-588)4117714-9 gnd Jahrgang (DE-588)4200408-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Young adult consumers Attitudes Generation Y Attitudes Target marketing Consumer behavior Verbraucherverhalten Generation Zielgruppe Jahrgang Marketing USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026202286&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT frommjeff marketingtomillennialsreachthelargestandmostinfluentialgenerationofconsumersever AT gartonchristie marketingtomillennialsreachthelargestandmostinfluentialgenerationofconsumersever |