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
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(1)
