This chapter presents the limits of the traditional segmentation by age of the youth market and discuss a new effective segmentation approach that integrates youth culture instead of age. I also introduce the various definitions of the concept of youth culture to overcome the weaknesses by identifying the typologies of youth cultures that marketing and brand managers can take into account in the segmentation of young people and thus prevent a “myopic segmentation.” Examples from different cultural settings and theory boxes are also provided to illustrate and explain why it’s important for companies to rethink their segmentation strategies and tools when targeting young consumers.
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Front Matter
