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Generation Y in Consumer and Labour Markets
Hardcover
Series: Routledge Interpretive Marketing Research
Business GeneralInvesting & Finance
ISBN13: 9780415886482
Publisher: Routledge
Published: Oct 6 2011
Pages: 174
Weight: 0.79
Height: 0.60 Width: 6.10 Depth: 9.10
Language: English
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 life, thus changing the attitudes towards the employee-employer relationship and how work is being done. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations.
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