"How Millennials Are Changing the Face of Marketing Forever -- The Reciprocity Principle" is a research piece published by BCG (Boston Consulting Group), a management consulting firm. While the report reviews how millennials interact with a range of consumer brands and products, there are valuable lessons for those of us in academia. After all, this age group is pretty heavily represented in our classrooms, hallways, and registrars. Let's see what we can learn from BCG.
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