TY  - BOOK
AU  - Yarrow,Kit
AU  - O'Donnell,Jayne
TI  - Gen buY: how tweens, teens, and twenty-somethings are revolutionizing retail 
SN  - 9780470400913 (cloth)
AV  - HF5415.332.Y66 Y37 2009
U1  - 658.8/340835 22
PY  - 2009///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Young adult consumers
KW  - Attitudes
KW  - Generation Y
KW  - Marketing
N1  - Includes bibliographical references and index; Gen Y is from Mercury -- They shop like they're from a different planet from their parents, too -- The whys behind the buys -- The lives, minds, and hearts of today's tweens, teens, and twenty-somethings -- Sex, love, and shopping -- Influence : the force that is Gen Y -- What works with Gen Y -- Adapting to Gen Y's shopping preferences and power : views from our experts
N2  - Based on solid research, "Gen Guy" offers an in-depth look at what motivates young people to buy certain products and reject others. The authors reveal what makes these consumers tic, and show marketers how they can tap into the buying power of this burgeoning group of consumers
ER  -