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Youth and consumption
原價:
HK$180.00 
現售:
HK$171
節省:
HK$9 購買此書 10本或以上 9折, 60本或以上 8折
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商品簡介 |
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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