The objective of this book was to rethink traditional marketing thinking applied to digital natives and to offer a new youth marketing framework - one that provides a better understanding of the foundations, tools, and strategies of the current approach to youth segmentation and marketing to digital natives. Furthermore, this book introduces a sociocultural approach and a youth-centric perspective to be applied to the youth market through the introduction of three marketing concepts: youth consumption cultures and subcultures, segmenculture, and experiential youth marketing. As several chapters have clearly shown, segmentation, branding, collaborative marketing and youth competency, youth experience, and digital and immersive exploratory market research methods, such as youthnography, are significant strategic elements - elements advertisers and marketers in charge of designing and promoting offers and brands aimed at young consumers, especially digital natives, should consider in their marketing and communication strategies both online and offline.
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Front Matter
