Generation Y

Beschreibung

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.

Autor*in

Christoph Neuhold

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word of mouth generational theory Generation Y FMCG Millennials eWOM WOM

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