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Amacom

Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers

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Publisher : AMACOM; Special ed. edition (March 6, 2018)


Language : English


Hardcover : 224 pages


ISBN-10 : 0814439276


ISBN-13 : 72


Reading age : 18 years


Item Weight : 13.6 ounces


Dimensions : 6.25 x 0.75 x 9.25 inches


Best Sellers Rank: #390,785 in Books (See Top 100 in Books) #299 in Market Research Business (Books) #550 in Marketing & Consumer Behavior #658 in Web Marketing (Books)


#299 in Market Research Business (Books):


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Top Amazon Reviews

    • and how (surprisingly) they are more like my generation than I ever imagined
I read this book, not because I am a marketer, but because I am a grandmother of many GenZers. Observing them spending endless time with their heads bent over their phones was leading me down the "in MY day" road, prompting me to educate myself about these strange creatures. This book clearly and simply explains how special and unique these young people are, and how (surprisingly) they are more like my generation than I ever imagined. Angie Read and Jeff Fromm have written a book that is not textbook-ish, but is loaded with facts, charts, and marketing examples that I'm sure businesses with find indispensable (beginning with, do not confuse them with millennials!). And it is an entertaining and educational read for those of us outside the marketing business. As a grandmother, I will never again view my grandchildren, with their permanently-attached phones at the end of their arms, the same way again. Highly recommend! ... show more
Reviewed in the United States on February 23, 2018 by Linda
    • and an easy read. I had a question about a topic ...
Marketing to Gen Z is well written, and an easy read. I had a question about a topic in the book - stackable video; I'd never heard the term before. I did a quick Google search and found nothing about stackable video, I searched Amazon for other books on stackable video and came up empty. Still wanting to understand the term, I asked several videographers in the Orlando area, and they were not familiar with the term. So, I reached out to Jeff Fromm, not expecting an answer, but I thought it was worth a try. Jeff called me personally and explained the term to me, WOW! The knowledge I gained from this book has prepared me for the next generation of purchasers. ... show more
Reviewed in the United States on May 24, 2018 by Ann Taylor
    • The "Mobile First" Generation - What it means.
GenZ will comprise 40% of the top consumers by 2020! - Freaking Wow! GenZ was an excellent read. Fromm has created a book that is both relevant and necessary. Everyone in America must come to grips with this generation. GenZ or "Pivotals" are making and changing our world as furiously as they are socializing on their mobile phones. Pivotals process information faster. It is both thrilling and sobering to get an inside peek at what is ahead with this compelling demographic of 8 to 22 year-olds. Pivotals will be driving the economy for the next 60 years. - Mobile First. It is the one screen that trumps them all. They want their fun, their data, relationships, and experiences "at hand" - first last and always mobile - Presentation as a person - how others perceive them is massively important. They "curate" their image via social media - life long endeavor - Browsing before purchases is centrally aspirational - Not buying to acquire, they are buying to participate, collaborate, and to co-experience. - Some things can and will come back because they are special, unique, and novel - like direct mail. - Compelling desire to stand out and to be different, but yet driven to be greatly accepted and perceived as cool and unique. - Rebels with conformity - Technology should be invisible - Location doesn't matter - Virtual is the place to be - One to one marketing goes upscale to one to one with authenticity - brands = values - Not just a WHAT generation, it is a WHY generation - See themselves as a pat of the world - the planet - not just a neighborhood or a place I highly recommend this book for anyone needing to calibrate themselves for what is coming. Although the author wrote a good business book it is loaded with terrific cultural insights that did a lot to give me a better "education" of just how very young people see themselves and their world. Lots of books might be a must read - GenZ for me and people want to get a clue about the future, it is a double MUST READ. Loved it. ... show more
Reviewed in the United States on March 19, 2018 by chuck vanasse
    • Just read it!!!
I highly recommend this book for multiple reasons. It very well describes GenZs psychology. The examples and case studies are relatable and paint a clear picture of how teens and younger generations see the world and what their expectations, needs and values are. Personally I could relate to many things especially through the experience with my 11y old daughter. In addition I think this is a must read for marketers. I chose to read this book for one of my masters degree classes. It explains that some traditional models have to tweaked or reinvented. It’s also very helpful from a customer behavior and insights perspective. Lastly, I have to say it’s entertaining and fun. Just read it, you won’t regret it! ... show more
Reviewed in the United States on September 22, 2020 by Lena
    • Overall - great read.
I found Marketing to Gen Z to be extremely enlightening and I appreciated that the insights and conclusions were so rooted in solid research. Who would have ever guessed that the first digital generation would resemble a much older generation in their conservative views? The authors laid out the case throughout the book that Gen Z would be difficult for brands to connect with and the case studies in the second half of the book drove home that point. Overall - great read. ... show more
Reviewed in the United States on July 4, 2018 by Amazon Customer
    • Great Book to Understand the New Generation
Gen Z is not the Millennial generation. I'm not in Marketing, but I loved this book. Our church is also using it. Do yourself a favor and read this book!
Reviewed in the United States on February 18, 2019 by Jason
    • Great Strategies for reaching Gen Z
Well written and a great read. This book provided insights into looking at the next generation (Gen Z) and how they navigate the world and their very original view. Fromm and Read provided great strategies and insights on how to think like a Gen Z and how to communicate with them in a way that provides results. Great tactics on how to make sure you are messaging in a way that is authentic to Gen Z. ... show more
Reviewed in the United States on March 1, 2018 by Mendi Poppie
    • "Marketing to Gen Z" is more than a deep segmentation ...
"Marketing to Gen Z" is more than a deep segmentation study. This book provides a clear view of the horizon relative to the difference between Gen Z and Millennials. It includes detailed examples from innovative brands who understand that the time is now to win the minds and hearts of this growing and very different cohort. ... show more
Reviewed in the United States on May 2, 2018 by Joe Sciara

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