Conclusion to Youth Marketing to Digital Natives
Restricted access

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.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with your Elgar account