Youth and consumption /
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| Author / Creator: | Chan, Kara K. W. |
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| Imprint: | Hong Kong : City University of Hong Kong Press, 2010. |
| Description: | 1 online resource (xxvi, 311 pages) : illustrations |
| Language: | English |
| Series: | Caring for youth series Caring for youth series. |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13459019 |
| Summary: | The global youth market is important to international marketers, educators, and policy makers because of its growing purchase power, homogeneity, and its readiness to accept new innovations. This book explores the interplay of the youth segment and the market environment. It employs a variety of research methodologies to analyze how young people in Hong Kong interact with various consumer socializing agents, including parents, peers, media celebrities, government publicities, media contents and advertisements. With evidence-based advice on how to communicate with the youth in the context of consumption of products, services, and ideas, this volume will prove to be a very useful reference to a wide range of readers, including marketing professionals, counselors and educators who work closely with young people as a unique group of target audience. |
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| Physical Description: | 1 online resource (xxvi, 311 pages) : illustrations |
| Bibliography: | Includes bibliographical references (pages 275-303) and index. |
| ISBN: | 9789629374747 9629374749 9789629371524 9629371529 |