By Lisa Johnson

For those who want to know what the wired generations want to consume and experience, this book provides plenty of insights. CEO of marketing consultancy ReachWomen, Johnson clearly knows her topic, providing many examples of brands that have appealed to the desire for personalization, adventure, high concept design, loose family and social networks, spirituality and five other core "cravings" of 18- to 40-year-olds. Each chapter is also sprinkled with case studies to illustrate marketing success stories, ending in workbook sections with exercises that will help readers apply the advice in each chapter. In fact, readers would do well to read this book close to a computer or keep a pen at hand to jot down URLs. The volume of information is at once its strength and shortcoming: 10 chapters deliver on the subtitle's promise, but the information can be overwhelming.

Published Date: 29/08/2006 Format: HardBack ISBN: 0-7432-7750-3 Publisher: Free Press Rating: Retail price: US Dollar $ 25.00 (Rs. 1,788.50) Our price: Rs. 1,175.00 You Save: Rs. 613.50 Reviews: 0 reivew(s).

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