Youth Marketing to Digital Natives
$449.84
- Hardcover
288 pages
- Release Date
12 October 2021
Summary
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 …
Book Details
| ISBN-13: | 9781839109294 |
|---|---|
| ISBN-10: | 1839109297 |
| Author: | Wided Batat |
| Publisher: | Edward Elgar Publishing Ltd |
| Imprint: | Edward Elgar Publishing Ltd |
| Format: | Hardcover |
| Number of Pages: | 288 |
| Release Date: | 12 October 2021 |
| Weight: | 666g |
| Dimensions: | 234mm x 156mm |
| Series: | New Horizons in Marketing series |
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What They're Saying
Critics Review
‘Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.’ – Jeff Tanner, Old Dominion University, US
About The Author
Wided Batat
Wided Batat
Professor of Marketing, Entrepreneur, and Keynote Speaker.
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