Generation Y
Motivators for traditional and electronic WOM
1st Edition
Published on 20. November 2012
Book
Paperback/Softback
136 pages
978-3-86924-365-8 (ISBN)
Description
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.
More details
Person
Christoph Neuhold studied Marketing in Austria and the United Kingdom and is specialised in strategic brand management with focus on Generation Y.