Overview

Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.

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9781349495603

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Reviews

"""The Millennials are a light just beginning to shine in global societies, workplaces, and marketplaces. They are rising in power and challenging organizations to serve them. Parment has done an extraordinary job of pulling together extant worldwide research to complement his own consultancy experiences to help us understand what makes Millennials tick . . . and what companies and societies must do to meet this emerging force in the world. Parment's seminal book is a must-read."" - Charles D. Schewe, Professor, Isenberg School of Management, University of Massachusetts at Amherst, USA"

The Millennials are a light just beginning to shine in global societies, workplaces, and marketplaces. They are rising in power and challenging organizations to serve them. Parment has done an extraordinary job of pulling together extant worldwide research to complement his own consultancy experiences to help us understand what makes Millennials tick . . . and what companies and societies must do to meet this emerging force in the world. Parment's seminal book is a must-read. - Charles D. Schewe, Professor, Isenberg School of Management, University of Massachusetts at Amherst, USA

Author Information

Anders Parment is Associate Professor/Strategy Consultant at Stockholm University's Business School, Sweden.

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