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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail |  | Authors: Kit Yarrow, Jayne O'Donnell
Publisher: Jossey-Bass
Category: Book
List Price: $24.95
Buy New: $13.24
as of 7/29/2010 12:01 CDT details
You Save: $11.71 (47%)
New (34) Used (15) from $11.84
Seller: Arnold Garada
Rating:  13 reviews
Sales Rank: 213213
Media: Hardcover
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.3 x 1
ISBN: 0470400919
Dewey Decimal Number: 658.8340835
EAN: 9780470400913
ASIN: 0470400919
Publication Date: September 8, 2009
Availability: Usually ships in 1-2 business days
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| • | ISBN13: 9780470400913 | | • | Condition: New | | • | Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed |
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Product Description
Discover the forces driving the decisions of today's most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. - Shows what it takes to successfully woe and win young consumers with purchasing power
- Filled with surprising insights into the psyche of Gen Y buyers
- Written by an expert in consumer research and a well-connected media consumer author
Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.
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| Customer Reviews:
Showing reviews 1-5 of 13
 This book will unlock your teen's mind (and wallet?) September 1, 2009
Teen Mom (California)
7 out of 7 found this review helpful
I bought Gen BuY to learn more about why my teenagers and their friends are so into shopping and what retailers are doing to try to get them to buy things. It's so much more than that. This is one of the best books on the psychology of today's teenagers that I've ever read. It's not only deep, it's clever and funny too. I highly recommend it anyone who wants to know more about the psychology of shopping, today's teenagers or what retailers do to get them to spend money. learned a lot about my teen by reading this book!
Gen BuY: Accurate and Interesting September 4, 2009
L. Perry
6 out of 6 found this review helpful
As someone who is classified as "Gen Y" I had the desire to read this book to see if the conclusions were really true and if my habits fell in line with other people in my generation. Not only did I realize that I am a typical "Gen Y" consumer but I also was able to glean information about why I do the things that I do, make the purchases that I do and how outside influences dictate my shopping.
Truly a great book that would be interesting to anyone that falls under the "Gen Y" category, or any company that is interested in marketing/selling to this demographic. Having a sales background as well (although not one that exclusively markets to Gen Y) it assisted me in understanding the thought process of potential purchasers.
Insightful and Well Written September 8, 2009
Mitchell L. Marks (San Francisco)
6 out of 6 found this review helpful
What a gem this book is! It tells not just the "what" about Gen Y buying tendencies, it gives insight into the underlying "why". It seems to be very well researched and definitely is well written. A clear, concise, and highly practical book for any one trying to understand how this generation of consumers approaches and addresses the marketplace.
A glimpse into the future September 3, 2009
Bigswing (North Carolina)
5 out of 5 found this review helpful
What a cool book. Deeply researched and delightfully written. I have always been a believer in the "Gretzky Rule" -- don't skate to where the puck is, but where it's going to be. This book tells you where the puck is headed and will direct your thinking about how to get there. Fast.
Must Read for Marketers September 14, 2009
Chad Davis (San Francisco)
5 out of 5 found this review helpful
What the rotary phone and 3-channel television was to boomers, the Internet is to Gen Y. For those of us who find it difficult to understand what growing up with technology means to a generation, GenbuY is a must read. With insight and examples, the authors of GenbuY translate the values, behaviors, and expectations of a generation who all marketers must understand to survive and thrive now and in the future, given their tremendous influence and buying power.
Unlike many business tomes, GenbuY is filled with actionable suggestions and facts, yet still fun to read.
Showing reviews 1-5 of 13
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