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Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton
| Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton |
| Autore | Fromm Jeff |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | New York, : AMACOM, [2013] |
| Descrizione fisica | 1 online resource |
| Disciplina | 658.8/340842 |
| Altri autori (Persone) | GartonChristie |
| Soggetto topico |
Young adult consumers - Attitudes
Generation Y - Attitudes Target marketing Consumer behavior |
| ISBN |
9780814433232 (electronic book)
0-8144-3323-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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?
Six 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) Chapter 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 Excellent 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 |
| Record Nr. | UNINA-9910462803603321 |
Fromm Jeff
|
||
| New York, : AMACOM, [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton
| Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton |
| Autore | Fromm Jeff |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | New York, : AMACOM, [2013] |
| Descrizione fisica | 1 online resource |
| Disciplina | 658.8/340842 |
| Altri autori (Persone) | GartonChristie |
| Soggetto topico |
Young adult consumers - Attitudes
Generation Y - Attitudes Target marketing Consumer behavior |
| ISBN | 0-8144-3323-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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?
Six 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) Chapter 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 Excellent 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 |
| Record Nr. | UNINA-9910786845203321 |
|
Fromm Jeff
|
||
| New York, : AMACOM, [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton
| Marketing to millennials : reach the largest and most influential generation of consumers ever / / Jeff Fromm and Christie Garton |
| Autore | Fromm Jeff |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | New York, : AMACOM, [2013] |
| Descrizione fisica | 1 online resource |
| Disciplina | 658.8/340842 |
| Altri autori (Persone) | GartonChristie |
| Soggetto topico |
Young adult consumers - Attitudes
Generation Y - Attitudes Target marketing Consumer behavior |
| ISBN |
9780814433232
0814433235 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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?
Six 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) Chapter 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 Excellent 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 |
| Record Nr. | UNINA-9910814166103321 |
|
Fromm Jeff
|
||
| New York, : AMACOM, [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
YouthNation [[electronic resource] ] : Building Remarkable Brands in a Youth-Driven Culture
| YouthNation [[electronic resource] ] : Building Remarkable Brands in a Youth-Driven Culture |
| Autore | Britton Matt |
| Pubbl/distr/stampa | Hoboken, : Wiley, 2015 |
| Descrizione fisica | 1 online resource (321 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Branding (Marketing) Business Young adult consumers - Attitudes Marketing - Conduct of life Advertising Target marketing Young adults |
| ISBN |
1-119-16246-7
1-118-98252-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Title Page; Copyright; Contents; Foreword: By Antonio Lucio; Acknowledgments; Disclosures; How to Connect with Me and Learn more about Youth Nation; Introduction: Forever Young; Chapter 1 From Status Symbol to Status Update; The Hip-Hop Invasion and the Reimagined Status Symbol; Status Symbols Disrupted; Chapter 2 From Things to Thrills; The Instagram Phenomenon; DIFTI (Did It for the Instagram); #FOMO or FauxMo?; Businesses Leading the Experience Economy; The supermarket experience; The nightlife experience; The fitness experience; Chapter 3 The Rise of Electronic Dance Music
Everything You Wanted to Know about Today's Festival Scene but Were Afraid to Ask Chapter 4 Access over Ownership; Uber and Airbnb: the Game Changers; The Uber of everything; Chapter 5 The Communal Table; The De-suburbinization of America; The Urban Frontier; Why Youth Nation loves cities; The Youthification of Cities; DUMBO and Gowanus; Chapter 6 The Peer-to-Peer Economy; Bartering Is Back; The currency of trust: ratings and reviews; Peer-to-Peer Disruption; Peer-to-peer standout models; Build it: Rent the Runway; Buy it: Avis and ZipCar; Extend it: Coca-Cola's Wonolo Where the Digital Meets the Physical: Meetups Big brands Meetup; From Meetups to hookups; Chapter 7 The Power of the Crowd; Local talent goes global; How Big Brands Are Stepping Up to the Plate; Doritos Crash the Super Bowl contest; GE's GrabCAD challenge; Crowd sourcing gone wrong: Mountain Dew's Mountain don't; Crowdfunding; The Kickstarter Effect; How Kickstarter works; Projects that Kickstarter has made possible; Other Crowdfunding All-Stars; Kiva.org; DonorsChoose.org; Indiegogo; Cutting Through the Red Tape; Chapter 8 Free Agency; Jobs Used to Define People, Now People Define Jobs The healthcare factor The Power of LinkedIn; How LinkedIn works; Income Everywhere; Task Rabbit to the rescue; Pillars driving the free agency movement; Free agency platforms; Depth over Breadth; Free Agent Collaboration; We Work; Tech Stars; Eat What You Kill and the Fallacy of Detroit; Chapter 9 Lifehacking; Why Not Me?; The Internet Is the New College Campus; Brand-Driven Education Models; MRY's RepNation; General Assembly; The Innovation Imperative; Chapter 10 The Field Guide to Life hackers; The Side Hustler; Corporate Compatibility: 8 The definitive side hustler: Sara Blakely, founder of Spanx The Explorer; Corporate Compatibility: 4; The definitive explorer: Bear Grylls, TV host of Man vs. Wild, author, adventurer; The Automator; Corporate Compatibility: 2; The definitive automator: Tim Ferriss, best-selling author, lifestyle designer; The Passion Pilgrim; Corporate Compatibility: 1; The definitive passion pilgrim: Devin Graham, social media content producer; The Octopus; Corporate Compatibility: 5; The definitive Octopus: Rohan Oza, founder of Idea Merchants Capital; The Ultimate Life Hacker: Elliot Bisnow Let's Pivot to Brand Building |
| Record Nr. | UNINA-9910131314103321 |
|
Britton Matt
|
||
| Hoboken, : Wiley, 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
YouthNation : Building Remarkable Brands in a Youth-Driven Culture
| YouthNation : Building Remarkable Brands in a Youth-Driven Culture |
| Autore | Britton Matt |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, : Wiley, 2015 |
| Descrizione fisica | 1 online resource (321 p.) |
| Disciplina | 658.827 |
| Soggetto topico |
Brand name products
Branding (Marketing) Business Young adult consumers - Attitudes Marketing - Conduct of life Advertising Target marketing Young adults |
| ISBN |
1-119-16246-7
1-118-98252-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Title Page; Copyright; Contents; Foreword: By Antonio Lucio; Acknowledgments; Disclosures; How to Connect with Me and Learn more about Youth Nation; Introduction: Forever Young; Chapter 1 From Status Symbol to Status Update; The Hip-Hop Invasion and the Reimagined Status Symbol; Status Symbols Disrupted; Chapter 2 From Things to Thrills; The Instagram Phenomenon; DIFTI (Did It for the Instagram); #FOMO or FauxMo?; Businesses Leading the Experience Economy; The supermarket experience; The nightlife experience; The fitness experience; Chapter 3 The Rise of Electronic Dance Music
Everything You Wanted to Know about Today's Festival Scene but Were Afraid to Ask Chapter 4 Access over Ownership; Uber and Airbnb: the Game Changers; The Uber of everything; Chapter 5 The Communal Table; The De-suburbinization of America; The Urban Frontier; Why Youth Nation loves cities; The Youthification of Cities; DUMBO and Gowanus; Chapter 6 The Peer-to-Peer Economy; Bartering Is Back; The currency of trust: ratings and reviews; Peer-to-Peer Disruption; Peer-to-peer standout models; Build it: Rent the Runway; Buy it: Avis and ZipCar; Extend it: Coca-Cola's Wonolo Where the Digital Meets the Physical: Meetups Big brands Meetup; From Meetups to hookups; Chapter 7 The Power of the Crowd; Local talent goes global; How Big Brands Are Stepping Up to the Plate; Doritos Crash the Super Bowl contest; GE's GrabCAD challenge; Crowd sourcing gone wrong: Mountain Dew's Mountain don't; Crowdfunding; The Kickstarter Effect; How Kickstarter works; Projects that Kickstarter has made possible; Other Crowdfunding All-Stars; Kiva.org; DonorsChoose.org; Indiegogo; Cutting Through the Red Tape; Chapter 8 Free Agency; Jobs Used to Define People, Now People Define Jobs The healthcare factor The Power of LinkedIn; How LinkedIn works; Income Everywhere; Task Rabbit to the rescue; Pillars driving the free agency movement; Free agency platforms; Depth over Breadth; Free Agent Collaboration; We Work; Tech Stars; Eat What You Kill and the Fallacy of Detroit; Chapter 9 Lifehacking; Why Not Me?; The Internet Is the New College Campus; Brand-Driven Education Models; MRY's RepNation; General Assembly; The Innovation Imperative; Chapter 10 The Field Guide to Life hackers; The Side Hustler; Corporate Compatibility: 8 The definitive side hustler: Sara Blakely, founder of Spanx The Explorer; Corporate Compatibility: 4; The definitive explorer: Bear Grylls, TV host of Man vs. Wild, author, adventurer; The Automator; Corporate Compatibility: 2; The definitive automator: Tim Ferriss, best-selling author, lifestyle designer; The Passion Pilgrim; Corporate Compatibility: 1; The definitive passion pilgrim: Devin Graham, social media content producer; The Octopus; Corporate Compatibility: 5; The definitive Octopus: Rohan Oza, founder of Idea Merchants Capital; The Ultimate Life Hacker: Elliot Bisnow Let's Pivot to Brand Building |
| Record Nr. | UNINA-9910827285303321 |
|
Britton Matt
|
||
| Hoboken, : Wiley, 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
