文章基本信息

标题：The millennials and money management,
本地全文：下载
作者：B. Andrew Cudmore ; Florida Institute of Technology ; John Patton 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2010
卷号：4
期号：1
出版社：Academic and Business Research
摘要：The youth of America have been targeted for debt creation by financial institutions. However, in the long-run, the millennial generation can be aided through financial literacy programs offered by the financial services industry. In turn, such program should instill loyalty to these financial enterprises, especially if they can package and market customized, low-risk, investment vehicles for these neophytes. To continue to ignore this lucrative target market is ill advised as existing customers of advanced age withdraw their deposits or investments to use for other purposes that best fit their lifestyle. Beginning with improving financial Websites to better cater to millennial investors and potential long-term customers, financial institutions can better build a relationship based on the positive focus of rational investment processes, rather than negative associations of debt. This paper highlights the pressing need for financial literacy and suggests marketing strategies in order for financial institutions to fulfill this educational vacuum and, in turn, attract youthful investors and strategically establish a relationship with these newfound customers.
关键词：Youth investing, mutual funds, financial literacy, matching funds, branding