SKU: 470400919

In our uncertain economic times, it is more important than ever to understand the forces that drive the purchasing decisions of the members of Gen Y (those born between 1978 and 2000). As today's largest and most influential generation of shoppers, their tastes and technological expertise are revolutionizing the way companies do business. Kit Yarrow and Jayne O'Donnell argue that this complex generation can best be reached through a deep understanding of what makes them tick. In this groundbreaking book, they explore the psychological and social underpinnings of what Gen Yers want, why they buy, and how to best engage them. Gen BuY outlines practical suggestions for marketers on how to harness this group's incredible buying power--and arms consumers with a better understanding of what triggers their own shopping and buying habits.None