by Jeroen Boschma · Gestión 2000 · tapa blanda · ISBN 9788496612976
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«Generación Einstein» is Jeroen Boschma's essay on communicating with young people, published by Gestión 2000 in paperback (320 pages, in Spanish).
Boschma portrays the Einstein generation, born after 1988 and raised in a digital world, as a group that is faster, smarter and more sociable. He believes these young people understand advertising language and demand communication away from traditional methods, and offers tools for brands and companies to connect with them.
Comunicación collection, vol. 1. Published in Spanish in May 2008. The first edition, written with Inez Groen, was awarded in the Netherlands in 2006 as best marketing book.
Useful for marketing, communication and business professionals, as well as for parents and educators who want to understand the young generation.
