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Synopsis

Discover the forces driving the decisions of today's most soughtafter consumers

According to recent statistics, members of Generation Y shop 25percent to 40 percent more than the average consumer. In GenBuY, Yarrow and O'Donnell argue that these voracious andfearless consumers have revolutionized the way Americans shop byturning traditional sales and marketing strategies upside down.Based on solid research, the book offers an in-depth look at whatmotivates these young people to buy certain products and rejectothers. The authors reveal what makes these consumers tic-how theydefine power, why they loath manipulation, and why they rely ontechnology-and show marketers how they can tap into the buyingpower of this burgeoning group of consumers.

  • Shows what it takes to successfully woe and win young consumerswith purchasing power
  • Filled with surprising insights into the psyche of Gen Ybuyers
  • Written by an expert in consumer research and a well-connectedmedia consumer author

Gen Buy is a must-have resource for marketers,advertisers, retailers, and manufacturers who want to understandthe new generation of consumers.

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