LEADER 04301nam 2200733 a 450 001 9910814166103321 005 20210423040125.0 010 $a9780814433232 010 $a0814433235 035 $a(CKB)2670000000385919 035 $a(EBL)1204652 035 $a(OCoLC)849936750 035 $a(SSID)ssj0000916016 035 $a(PQKBManifestationID)12377161 035 $a(PQKBTitleCode)TC0000916016 035 $a(PQKBWorkID)10875560 035 $a(PQKB)11386685 035 $a(Au-PeEL)EBL1204652 035 $a(CaPaEBR)ebr10723825 035 $a(CaONFJC)MIL499675 035 $a(CaSebORM)9780814433225 035 $a(MiAaPQ)EBC1204652 035 $a(OCoLC)857308354 035 $a(OCoLC)ocn857308354 035 $a(EXLCZ)992670000000385919 100 $a20130321d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMarketing to millennials $ereach the largest and most influential generation of consumers ever /$fJeff Fromm and Christie Garton 205 $a1st edition 210 $aNew York $cAMACOM$d[2013] 215 $a1 online resource 300 $aDescription based upon print version of record. 311 08$a9781299684256 311 08$a1299684254 311 08$a9780814433225 311 08$a0814433227 320 $aIncludes bibliographical references and index. 327 $aCover; Marketing to Millennials; Title; Copyright; Dedication; Contents; List of Figures; Foreword; Acknowledgments; CHAPTER 1: Who Are They?; The Participation Economy; The Old Framework vs. the Participation Framework; Friends Have Influence; Birth of the "Digital Native"; Optimistic Despite the Roller-Coaster Economy; The Millennial Mindset; Chapter 1: Key Takeaways; CHAPTER 2: The New Rules of Marketing to Millennials; The "What" Generation?; An Enigma Generation?; Begin a Relationship Now, If You Haven't Already; Younger and Older Millennials: A Difference? 327 $aSix Distinct Millennial SegmentsMillennial Guys and Gals; Chapter 2: Key Takeaways; CHAPTER 3: Engage These Early Adopters of New Technologies; The Household CTO; "I Know More Than My CEO"; The Mobile Moment of Truth; Chapter 3: Key Takeaways; CHAPTER 4: Build a Listening and Participation Strategy; The Participation Economy; The "Right" Strategy; Engagement (New) vs. Interruption (Old); Interaction (New) vs. Reaction (Old); Engaged Participants (New) vs. Heavy Users (Old); Personal Gestures (New) vs. Big Promises (Old); Active Cocreators (New) vs. Passive Consumers (Old) 327 $aChapter 4: Key TakeawaysCHAPTER 5: Make Them Look Good Among Their Peers; Hyperconnected and Always On the Go; Information Hungry; Gotta Look Good!; People Care About What I Say, Where I Am, and What I'm Doing; So What Does This All Mean?; Chapter 5: Key Takeaways; CHAPTER 6: Design a Sense of Fun and Adventure; Market Disrupters Win Big; Comedy Natives; Generation Innovation; The Parent Trap; Chapter 6: Key Takeaways; CHAPTER 7: Don't Give Them a Reason to Cheat on You; The Price Needs to Be Right; What Ever Happened to Brand Loyalty?; Up the Fun Factor; Rewards Work; Coupons Are King 327 $aExcellent Customer Service Matters, TooTake Their Feedback to Heart; Brands That Care; Chapter 7: Key Takeaways; CHAPTER 8: Epilogue; Keep Up with Technology Trends; Engage Millennials in Everything You Do; Strive for Content Excellence; Good Content Is Key; No Brand Can Afford to Ignore Millennials; Notes; Index; About the Authors 330 $aMillennials are the crucial consumers of today and tomorrow-and marketing to them requires a brand new approach. 606 $aYoung adult consumers$xAttitudes 606 $aGeneration Y$xAttitudes 606 $aTarget marketing 606 $aConsumer behavior 615 0$aYoung adult consumers$xAttitudes. 615 0$aGeneration Y$xAttitudes. 615 0$aTarget marketing. 615 0$aConsumer behavior. 676 $a658.8/340842 700 $aFromm$b Jeff$01671043 701 $aGarton$b Christie$01632362 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910814166103321 996 $aMarketing to millennials$94033297 997 $aUNINA