Horizon Information Portal

e-branch

Home

My Account/Renew Loans

Find Magazine Articles & more

Marketing to Gen Z : the rules for reaching this vast and very different generation of influencers / Jeff Fromm, Angie Read

by Fromm, Jeff.

View full image

Young adult consumers -- Attitudes.

Target marketing

Consumer behavior.

9780814439272 (hc.)

xxi, 202 p. : ill. ; 24 cm.

Includes bibliographical references and index

Who is Gen Z? -- Mobile and social from birth -- New communication rules -- A matter of influence -- Brand me -- New kids on the shopping block -- Hot brands and cool ideas -- What's next?

"In size and influence, Gen Z has arrived. This 1996-2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hardworking, socially conscious, and skeptical of marketing hype, they're carving out an identity that's both distinct from their predecessors and more demanding. Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect with them. Based on original research and in-depth interviews, the book walks you through the new rules of marketing, explaining how to capture the hearts of young people who hate conspicuous ads."--From publisher.

Horizon Information Portal 3.24_8902M

© 2001-2013 SirsiDynix All rights reserved.

Horizon Information Portal