Generation Y in marketing

Abstract

Nowadays we are experiencing unstoppable evolution where the changing of generations becomes evident. The entering of a new generation can be characterized as the arrival of so called generation Y. There is an important challenge standing in front of entrepreneurs and more significantly marketers; to address this potential group of customers. This requires the utilization of new communication paths and optimal forms of communication. This article deals with the definitions of the characteristics of the generation Y members and the projection of promotion parameters influencing the generation Y.