by Graham Brown
First published 2012
A successful brand executive faces a crisis when traditional marketing channels fail to connect with younger consumers. Billboards and print media no longer drive sales among Gen Y and Millennials. The protagonist must navigate conflicting data about smartphone marketing while pressure mounts to reach tomorrow's customers. As the executive investigates why youth marketing differs from conventional brand building, they uncover how peer influence shapes purchasing decisions more than corporate messaging. The story follows their journey to decode what truly matters when engaging young audiences. Through trial and error, the protagonist learns to abandon advertising assumptions and embrace authentic connection strategies. The book explores the tension between established marketing wisdom and emerging consumer behaviors that demand new approaches.
Genres: business, contemporary, 21st-century
Vibes: fast-paced, suspenseful, thought-provoking
Tropes: fish-out-of-water, professional-crisis
Period: 21st-Century
56 pages · Paperback · CreateSpace Independent Publishing Platform