174 Pages
by
Routledge
194 Pages
by
Routledge
174 Pages
by
Routledge
Also available as eBook on:
Generation Y in Consumer and Labour 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... Read more
1. Introduction 2. Generational Cohorts and the Emergence of Generation Y 3. Generation Y and Society: Values and Defining Moments 4. Generation Y and the Market Environment 5. Generation Y and the Social Environment 6. Generation Y as Consumers and Coworkers
Biography
Anders Parment, Ph. D., is a research fellow at the Stockholm University School of Business and a well-known speaker and strategy consultant. Anders is specialized in understanding generations and how they relate to society, work, and the consumption sphere. Anders has published numerous books and articles on a variety of marketing-related subjects, including a Marketing textbook with Philip Kotler.
'Parment (research fellow, Stockholm Univ.) examines the role of Generation Y in consumer and labor markets, shedding light on how society, the market environment, and the social environment have shaped the values and attitudes of this generation. This insightful volume is based on data collected from a series of surveys and focus groups, mostly in Europe and the Americas. Summing Up: Highly recommended. Business managers, business faculty, and undergraduate and graduate business students.' - G. E. Kaupins, Boise State University in CHOICE
