YouthNation : building remarkable brands in a youth-driven culture /

For Britton, internationally renowned expert in social media marketing, this book is not, as one might expect, an age-centric entity. Rather, it reflects a significant change and a dynamic shift in global cultural attitudes that will forever change the traditional marketing mix. Suggesting that the millennial generation expects a level of engagement and involvement in relationship building and experiences that can be shared throughout their interconnected and social media networks, the book's 16 brief, ebullient, well-written, and easily read chapters draw on Britton's experiences with clients to provide intimate insight into the ways in which organizations can capitalize on millennials' focus on themselves and their technology. Throughout the chapters, excellent, to-the-point vignettes and candid interviews vividly illustrate the ways in which today's diverse organizations creatively embrace the integration of technology and social networking into their marketing mix. From advertising to the mantra of "you only live once," Britton has his finger on the pulse, whatever it may be called, of the shifting ethos and ideals that is and will be the manifesto and road map of this new culture. Summing Up: Highly recommended. Lower-division undergraduates to professionals. --Sanford R. Kahn, University of Cincinnati