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Generation Y in Consumer and Labour Markets (Hardcover)
Loot Price: R2,675
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Generation Y in Consumer and Labour Markets (Hardcover)
Series: Routledge Interpretive Marketing Research
Expected to ship within 12 - 17 working days
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Generation Y in Consumer and Labor Markets explores the role of
people born in the late 1970s and 1980s as consumers and coworkers
in an emerging post-modernist society. Having grown up in a branded
society overcrowded with commercial messages and a never-ending
supply of choices and opportunities, Generation Y not only
influences consumption patterns, they also bring their values to
work life, thus changing the attitudes towards the
employee-employer relationship and how work is being done.
Generation Y particularly see work as a venue of self-realization
and the boundaries between work and leisure time are becoming
blurred--thus the consumer and labor markets converge in some
critical dimensions. This book delves into the substantial research
body on characteristics and behaviors of the Generation Y,
including their relation to other generations and the role of
understanding generations in developing effective and attractive
organizations. It further outlines the experiences and best
practice for attracting, recruiting, selling to, and communicating
with Generation Y, based on the author's experiences from hundreds
of organizations where he has been involved as a consultant --
offering the reader a better understanding of generations in
marketing research, and the impact of generations in
employee-employer relations.
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