Overview

Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty. The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them. Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they: Value social networking and aren't shy about sharing opinions Refuse to remain passive consumers but expect to participate in product development and marketing Demand authenticity and transparency Are highly influential, swaying parents and peers Are not all alike; therefore, understanding key segments is invaluable Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.

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9781400245659

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Jeff Fromm is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess. Christie Garton is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.

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