Marketing to Millennials Essay

2071 WordsJun 15, 20149 Pages
Marketing To Millennials Book Review Introduction Marketing to Millennials (ISBN-13: 978-0-8144-3322-5) was written by Jeff Fromm and Christie Garton in 2013. This book was $29.5 dollars, 202 pages and edition one. With more than 80 million in their ranks, the Millennials (also known as Generation Y) -- born between 1977 and 1995 -- are the largest generation in American history. Outnumbering Generation X ( born between 1965 and 1976) by far, and even the baby Boomers (born between 1946 and1964) by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that-- and now their oldest numbers are entering their peak earning and spending years. It’s time for markers seeking to make inroads into this huge market to move beyond setting up a social media profile and start understanding how they think. Thesis and Theme No brand can afford to ignore Millennials. But it is really hard to market successfully to a generation you do not understand. Marketing to Millennials takes an unprecedented look at the Millennials consumers and provides marketers useful strategies the companies need in order to win their hearts and minds over. Authors’ Agenda Jeff Fromm Jeff is the Executive Vice President at Barkley, the largest 100 percent employee-owned ad agency in the United States. In addition to his marketing degree from The Wharton School at the University of Pennsylvania, Jeff has more than 25 years’ experience working with major brands, including Hallmark, Sears Auto Group, and Payless Shoe-Source, On behalf of Barkley, he spearheaded the Millennials research partnership with The Boston Consulting Group and Service Management Group. Jeff is also the founder of Share.Like.Buy, a Millennial insights and marketing conference, and the lead editor of a blog, www.millennialmarketing.com. He now lives in

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