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| Author: | Grant, I. C. |
| Title: | Communicationg with young people through the eyes of marketing practitioners |
| Journal: | Journal of Marketing Management
2004 : VOL. 20:5-6, p. 591-606 |
| Index terms: | MARKETING YOUNG PEOPLE |
| Freeterms: | COMMUNICATION STRATEGY |
| Language: | eng |
| Abstract: | In this article is admitted the importance of young people in the eyes of markering practitioners. The authors of this article introduce how marketing practitioners develop and perceive communication strategies targeting young people. Four types of marketing agencies in Amsterdam, Edinburg, Glasgow and London are interviewed and tried to find out their communication strategies. |
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