Marketing to Gen Z
Subtitle: the rules for reaching this vast, and very different, generation of influencers
By: Jeff Fromm/Angie Read
Contributors: Read, Angie, author
Publisher: AMACOM
Published: 2018
Language: eng
Number of pages: 202
ISBN-13: 9780814439272
Subjects: Young adult consumers; Target marketing; Attitudes; Consumer behavior
Other titles: Marketing to GenZ :; Marketing to Generation Z :
Description: "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. Hard working, 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"--
Notes: Includes bibliographical references (pages 181-193) and index.
Table of contents: title: Who is Gen Z?; title: Mobile and social from birth; title: New communication rules; title: A matter of influence; title: Brand me; title: New kids on the shopping block; title: Hot brands and cool ideas; title: What's next?.