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Edward Elgar Publishing Youth Marketing to Digital Natives (New Horizons in Marketing series)

Name: Youth Marketing to Digital Natives (New Horizons in Marketing series)
Brand: Edward Elgar Publishing
Price: 111.0 GBP
Availability: InStock

E-business

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Description

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.

Product Specifications

Brand: Edward Elgar Publishing
Format: hardcover
ASIN: 1839109297
Category: Books > Subjects > Business, Finance & Law > E-Commerce > E-business
Domain: Amazon UK
Release Date: 12 October 2021
Listed Since: 25 April 2021

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It has never been this cheap. We have no record of a lower price.

Edward Elgar Publishing Youth Marketing to Digital Natives (New Horizons in Marketing series)

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Price Distribution

Price Analysis

Description

Product Specifications

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