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 | | Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers by Lisa Johnson ISBN-10: 9780743277501 ISBN-10: 0-7432-7750-3 ISBN-13: 9780743277501 ISBN-13: 978-0-7432-7750-1 Hardcover 2006-08-29 Free Press Find Lowest Price |
Editorials | ||
Product Description Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it's going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of teens and twentysomethings. But how to win their attention and loyalty? In Mind Your X's and Y's, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson, coauthor of Don't Think Pink and a leading marketing consultant, pinpoints the new rules of engagement for this Connected Generation. Based on her own and others' groundbreaking research, she looks into the heart of the Gen X and Y psyche to identify its ten core cravings -- for adventure, for high-concept design, for new families and social networks, and for personal storytelling, to name a few. This revolutionary book is packed with fascinating case studies of established and breakaway brands from every major industry, interviews with dozens of maverick thinkers and hundreds of consumers, and numerous revealing statistics. Johnson analyzes the scope of each craving to determine how it drives specific buying behaviors and offers relevant data that illustrate its impact. Mind Your X's and Y's equips anyone who wants to reach these consumers -- brand managers and their advertising, online, creative, packaging, events, and promotions teams; small-business owners and their marketing staff; advertising agencies and specialists -- with the know-how to transform market research into profitable strategies. Members of Generations X and Y are the most coveted and hard-to-reach consumers in the marketplace. Mind Your X's and Y's is a master class in how to create compelling brands for this Connected Generation. | ||
Reviews | ||
Worth reading once I think the author makes some good points that explain how generation X and Y think and make decisions and relate to others. After about the first half of the book it doesn't seem to offer as much "meat" as the beginning of the book. Instead, in a strange way, the book goes on to discuss endless case studies with the basic theme of pampering your customer. For $7 it is worth reading once. After which you can donate it to the public library. | ||
Insightful with many examples!!! This is a great book and highly recommended for anyone interested in marketing or in Generation X and Y and how they view the world. The book is also full of interesting companies that have successfully marketed to these generations that I hadn't heard of before :) | ||
Eye Opening Information-I learned alot. I actually saw Lisa speak at a Ladies Who Launch Live event and thought she was dynamic. I immediately bought her book but did not read until recently. I have gone back through and reread several chapters. This book has some great information on marketing. Lisa does not just tell you to do this or that she gives real stories of companies and what they did for marketing that worked. I think this book really hits the target. | ||
Insights to help your business This great book is a fecund breeding ground for your innovative ideas. Find out what underlies the 10 cravings of the connected generation, why these things are important and how to maximise your use of them. Understand the new consumer and their environment and they will reward your business by.... building your business! | ||
Amazing assessment of the X and Y generations If you need to understand how young people make purchasing decisions, this book will put you way ahead of the competition. Even my young, technically savvy friends have learned new things from reading this book. | ||