Mind Your X's and Y's
Subtitle: Satisfying the 10 Cravings of a New Generation of Consumers
Publisher: Free Press
Published: August 29, 2006
Language: eng
Format: Hardcover
Number of pages: 288
ISBN-13: 9780743277501
Subjects: Marketing - General; Consumer Behavior; Marketing Research; Business & Economics; Business / Economics / Finance; Business/Economics; Business & Economics / Marketing / General; Consumer Behavior - General; Attitudes; Generation X; Marketing; Young adult consumers
Description: "In Mind Your Xs and Ys, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson pinpoints the new rules of engagement for this Connected Generation. Based on her own and others' research, she looks into the heart of the Gen X and Y psyche to identify its ten core cravings - for adventure, for high-concept design, for new families and social networks, and for personal storytelling, to name a few." "This book is packed with case studies of established and breakaway brands from every major industry, interviews with dozens of maverick thinkers and hundreds of consumers, and numerous revealing statistics. Johnson analyzes the scope of each craving to determine how it drives specific buying behaviors and offers relevant data that illustrate its impact. Mind Your Xs and Ys equips anyone who wants to reach these consumers - brand managers and their advertising, online, creative, packaging, events, and promotions teams; small-business owners and their marketing staff; advertising agencies and specialists - with the know-how to transform market research into profitable strategies."--Jacket.