Consumer Marketing

摘要

The Editor of Journal of Consumer Marketing invites practitioners, consultants, and academics to submit papers worthy of contribution to the literature for a special ssue devoted to serving the group of customers known as millenials. Dver time, marketers have recognized the particular needs and characteristics of consumers. Changes in society have bred a sequence of consumers who are quite Jifferent from their parents and who challenge marketers to refine their practices to satisfy them. The latest group of consumers, millenials, seems to comprise onsumers who have never been without personal computers, the internet, or cell ohones. They have different values, learning styles, communication habits and nterests than the previous generation. Providing them with need-satisfying products using appropriate communication strategies will require marketers to know them very well. It will require a departure from the traditional approaches to products and services, product benefits, distribution, communication, and pricing. Currently, there s little research in marketing focusing on millennial.