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The joy of not being sold anything: Shopping through the eyes of the Millennial shopper
Millennials have grown up in a world of choice and present an entirely new challenge to brands. While marketers scramble to work across a myriad of touchpoints, the author suggests a simpler framework. Brand Experience and Purchase Fulfillment are the new currencies for shoppers who are interested in the meaning behind brands and expect instant access to products.
The full article is available to institutions that have subscribed to the journal.
CitationKraemer, Zachary (2016, December 1). The joy of not being sold anything: Shopping through the eyes of the Millennial shopper. In the Journal of Brand Strategy, Volume 5, Issue 3.