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Marketing to the 90s Generation

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Table of Contents

1. The 90s Generation 2. Introduction to Generational Studies 3. The 90s Generation and Society 4. The Market Environment 5. The Cultural Environment 6. Generation Y as Consumers and Coworkers

About the Author

Anders Parment is Associate Professor/Strategy Consultant at Stockholm University's Business School, Sweden.


"The Millennials are a light just beginning to shine in global societies, workplaces, and marketplaces. They are rising in power and challenging organizations to serve them. Parment has done an extraordinary job of pulling together extant worldwide research to complement his own consultancy experiences to help us understand what makes Millennials tick . . . and what companies and societies must do to meet this emerging force in the world. Parment's seminal book is a must-read." - Charles D. Schewe, Professor, Isenberg School of Management, University of Massachusetts at Amherst, USA

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