Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever (Anglais) Relié – 1 juin 2013
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Description du produit
Présentation de l'éditeur
Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials:
• Value social networking and aren’t shy about sharing opinions • Refuse to remain passive consumers—they expect to participate in product development and marketing • Demand authenticity and transparency • Are highly influential—swaying parents and peers • Are not all alike—understanding key segments is invaluable.
Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.
Quatrième de couverture
“An outstanding guide to better understand and communicate with the fastest-growing customer segment in the market—the Millennials. Excellent in-depth analysis of the data and extensive interviews with this customer group provide one of the best marketing tools available for reaching Millennials.”
— Ken C. Hicks, Chairman and CEO of Foot Locker, Inc.
“Why study Millennials? Because they’ll drive the trends that dominate the next 20 years of marketing. Marketing to Millennials is the quickest way to get inside the minds of this participatory, diverse, and misunderstood generation.”
— Josh Bernoff, SVP, Idea Development, Forrester Research, and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, Transform Your Business
“Grounded in research and chock-full of actionable insights, this book is a must-read for anyone who wants to know what really works in engaging and winning the loyalty of Millennial consumers.”
— Maxine Clark, Founder and Chief Executive Bear, Build-A-Bear Workshop
“Marketing to Millennials is a long-awaited investigation of Millennials as consumers, breaking this generational monolith into addressable segments that provide both a map and compass to marketers looking to target the largest generation in American history.”
— Dan Coates, President of Ypulse
“It’s so refreshing to read a book about Millennials that treats them as whole, distinct people and actually recognizes that they have diverse points of view and outlooks on the world. This book is not just for ‘marketers who want to reach young people,’ but in fact for anyone who works in an office with Millennials, strives to reach a new audience, or simply wants to understand the new world of engagement that we live in today.”
— Aria Finger, COO of Do Something
“If you think this is just another research book—think again. Marketing to Millennials offers a direct line into the lives of this generation and explains what drives their behavior. With one-on-one interviews with both Millennials and the brands that are succeeding with them, this book delivers invaluable insight for any brand marketer interested in this generation.”
— Amy McAnarney, President, Retail Client Services at H&R Block
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Commentaires client les plus utiles sur Amazon.com
I first discovered Jeff Fromm through the Barkley research, American Millennials: Deciphering the Enigma Generation. I've been conducting my own research and trying to convince my non-profit that Millennials are key now and in the years to come. I quickly started following Fromm on Twitter, snatching up the articles on the blog he curates. When I heard the book was coming out, I grabbed it on Kindle the same day.
Marketing to Millennials will be an essential guidebook to my department and hopefully my company. Not only does Fromm expound on and illustrate the points in the previous research, he also extracts key points at the end of each chapter and simplifies the information there. Sometimes when I am presenting information to non-Millennials about my generation, I feel like I am speaking a different language. Fromm makes it easy, streamlined and obvious. The entire epilogue reengages the research and gives straightforward advice to companies trying to reach Millennials.
If you are a Millennial at a company with non-Millennials, read this for yourself, then buy it for your entire team. Marketing to Millennials will bridge the understanding gap and give strong points for action.
As Fromm states in the Epilogue, "No brand can afford to ignore Millennials."
My personal thanks to Jeff Fromm for his insights - I wrote a much better paper.
I especially liked the “takeaway” summary at the end of each chapter, the segmentation of the millennial generation and the impact they have on the buying decisions of other generations. The book is based on valid social research conducted by the leading players in the industry. “Marketing to Millennials” is both instructive and entertaining at the same time.
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