Neuhold, Christoph
Generation Y
Motivators for traditional and electronic WOM
136 Seiten
21 x 14,8 x 1 cm
Erscheinungstermin 01.11.2012
Bestell-Nr. P86924365
ISBN 978-3-86924-365-8
Preis 49,90 (inkl. 7% Mwst)

Zum Inhalt

Generation Y is the technical term describing people born between the cohorts 1977 and 1994. Because of the constantly changing macro environment, Generation Y differs from predecessor cohorts and is, inter alia, more critical towards marketing communications but highly values recommendations from others; WOM. As prospects may or not share experiences with others, this book explains what motivates Generation Y to generate word of mouth.