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Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers Hardcover – April 26, 2011

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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (April 26, 2011)
  • Language: English
  • ISBN-10: 1118004051
  • ISBN-13: 978-1118004050
  • Product Dimensions: 9 x 6.3 x 0.8 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,056,772 in Books (See Top 100 in Books)

Editorial Reviews


"This book offers powerful and useful insights into marketing to a tough to reach crowd. While trendsetters and tastemakers are hard to reach, Tina Wells provides great tips and strategies on finding and capturing this elusive group." - Jane Buckingham, Founder and President, Trendera

"Chasing Youth Culture And Getting It Right is the definitive road map to Millennials. If you need to reach them, follow the path of Tina Wells." Ross Martin, Executive Vice President, MTV

"Chasing Youth Culture And Getting It Right will help small businesses that depend on the younger demographic thrive. A veteran in her industry, Tina Wells lays out clear, thoughtful analysis of this group, including their ever-changing habits and needs." - Tennille M. Robinson, Senior Events Producer, Inc

"Tina Wells doesn't just know youth marketing - she IS youth marketing! Want to know what the difference is? Then read this book." - Scott Gerber, Founder and CEO, Gerber Enterprises; Author of Never Get a "Real" Job

"Tina deconstructs this 'golden egg' demographic with such wisdom and authority that if your'e not currently targeting this $43 billion market, you may want to rethink your marketing strategy. Fast." - Donna Fenn, Author of Upstarts: How GenY Entrepreneurs Are Rocking the World and 8 Ways You Can Profit from Their Success

From the Author

I started my career almost 15 years ago, at the age of 16. And I will admit it was a total and complete accident. At the time, I was working as a writer for a newspaper for girls out of New York City, The New Girl Times. The publisher of the paper, Miriam Hipsh, really gave me - and other young writers - an amazing opportunity. I really understood the power of my voice. What started out as a gig writing product reviews turned into a company I founded called The Buzz. The Buzz transformed into, which eventually became Buzz Marketing Group.
So this concept of chasing youth culture and getting it right is something on which I've spent my entire career focusing. From a very young age, I've had the privilege of working with brands like Verizon Wireless, Candie's, Maidenform, American Eagle Outfitters, PBS, and a host of others. I've been able to learn from the things they did right, and major blunders they've made in an effort to satisfy the Millennial consumer.
We live in a world that is completely obsessed with staying young and understanding young people. This book isn't just for the marketers who are trying so hard to get the youth dollar, it's for the Millennials' teachers, parents, the media - anyone who wants to understand how to talk to and understand today's young people.
I hope that through this book, I will be able to finally put an end to a few Millennial myths (they're apathetic, they don't care about anything) and also enlighten you on how they behave and want to be communicated with (tribes are important, and you have to speak their language).
In this book you'll learn about mindset marketing, and how you have to market to Millennials based on their tribal needs. There is a distinct way that Millennials want you to talk to them, and understanding what their needs are will make this communication that much easier. I'll also discuss the importance of technology, and how it's changing the way Millennials think and how they feel about the future. It greatly impacts the way marketers communicate with them. Finally, I'll introduce the trend of Global Mobiles - my new name for Millennials. The world has truly become their oyster, and there are no technological limits when it comes to consuming the good that they really want.
I hope that you enjoy this book, and I hope that it serves as a guide to you on your journey to understand Millennials more.  This book is full of advice that I give my clients every day. I believe that marketers truly want to understand Millennials - actually, we all do - and this book is my attempt to start what I hope is a very engaging and ongoing conversation. Let the conversation begin. 

More About the Author

Tina Wells, CEO of Buzz Marketing Group earned her B.A. in Communication Arts graduating with honors from Hood College in 2002. Currently a Wharton School of Business student for marketing management, Tina continues to create innovative marketing strategies for numerous clients within the beauty, entertainment, fashion, financial, and lifestyle sectors. Tina has worked with clients including: Swarovski, SonyBMG, PBS, P+G, Sesame Workshop, and Time Inc. Tina's long list of honors include Essence's 40 Under 40 Award, Billboard's 30 Under 30 Award, and Inc's 30 Under 30, just to name a few. She is also the author of the tween series Mackenzie Blue, published by HarperCollins Childrens Books. Tina serves on the board of directors of the Philadelphia Orchestra Association, The Franklin Institute, and The South Jersey Food Bank. She resides in Southern New Jersey with her vast collection of shoes. ☺

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Favorite auntie on February 10, 2012
Format: Hardcover Verified Purchase
I work at a national office for a sorority & I swear by this book. I recommend it to all of our advisors who struggle to connect with a new generation of college women. It's an immense help to understand the generational differences & the tribes she identifies are right on point in my experience. Its a quick read that provides great insight & will enable you to connect with Gen Y in a meaningful capacity, if you want to that is.
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1 of 2 people found the following review helpful By Dan Schawbel on April 24, 2011
Format: Hardcover
If you want to understand the young consumer, then read Chasing Youth Culture And Getting It Right by Tina Wells, the Sherlock Holmes of millennial research and trends. Throughout this book you will learn about who they are, what they want, and how to best serve them as you grow your business.
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