Youth Marketing to Digital Natives
- ISBN-10
- 1839109300
- ISBN-13
- 9781839109300
- Category
- Business & Economics
- Pages
- 288
- Language
- English
- Published
- 2021-10-12
- Publisher
- Edward Elgar Publishing
- Authors
- Batat, Wided
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 behaviors. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.
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