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Youth Marketing to Digital Natives (Paperback) Loot Price: R1,044
Discovery Miles 10 440
Youth Marketing to Digital Natives (Paperback): Wided Batat

Youth Marketing to Digital Natives (Paperback)

Wided Batat

Series: New Horizons in Marketing series

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Loot Price R1,044 Discovery Miles 10 440 | Repayment Terms: R98 pm x 12*

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Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.

Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and emotion-driven behaviours of young consumers while offering insight into the impact of social media, advertising and age segmentation. Wided Batat explores concepts such as fun culture, youth identity fragmentation, juxtaposition and virtual consumption, as well as examples of companies and brands that target the youth market.

Providing the reader with new market research tools to study digital natives, this book will be a welcome companion for students and researchers with an interest in marketing and consumer research. This will also be an interesting read for businesses and scholars looking to develop their knowledge of youth consumption culture and digital natives.

General

Imprint: Edward Elgar Publishing Ltd
Country of origin: United Kingdom
Series: New Horizons in Marketing series
Release date: October 2022
Authors: Wided Batat
Dimensions: 234 x 156mm (L x W)
Format: Paperback
Pages: 288
ISBN-13: 978-1-03-530816-3
Categories: Books > Business & Economics > Business & management > E-commerce
Books > Business & Economics > Business & management > Sales & marketing > Market research
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LSN: 1-03-530816-9
Barcode: 9781035308163

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