Overview

Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts. This book explores how they come about, what defines them, and what they mean to society, institutions, and companies. Parment analyses hundreds of interviews with individuals from across the world, several focus groups, and a survey study with 4,707 complete answers from summer 2013 (Germany, China, the U.S. and Sweden) to create a comprehensive analysis of what makes the generation of individuals born in the 1990s unique. This exciting new book is enlightening to employers, marketers, politicians, policy-makers, and other decision-makers looking to appeal to members of the 90s generation.

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9781322966700

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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

Author Information

Anders Parment is Associate Professor at Stockholm Business School, Sweden, and a well-known speaker and advisor. He has helped hundreds of organizations understand and integrate emerging generational cohorts. Parment is an established author and has published more than 50 books and articles on a variety of marketing subjects.

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