The Gen Z Frequency - How Brands Tune In and Build Credibility (Paperback)

Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach. It is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before. Staying tuned-in to this demographic's impatience, confidence and constantly evolving trends can be daunting for any marketer trying to keep up.

The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	August 2018
First published:	2018
Authors:	Gregg L. Witt • Derek E. Baird
Dimensions:	235 x 155 x 20mm (L x W x T)
Format:	Paperback - Trade
Pages:	256
ISBN-13:	978-0-7494-8248-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-7494-8248-6
Barcode:	9780749482480

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!