000 04433cam a2200541 i 4500
001 BDZ0023622721
003 StDuBDS
005 20221216114855.0
008 150423s2015 njua ob 001|0|eng|d
010 _a2015303294
020 _a9781118981146 (hbk.) :
_c16.99
020 _z9781118982525 (PDF ebook) :
_c16.99
020 _z9781118982532 (ePub)
040 _aStDuBDS
_beng
_erda
_cStDuBDS
_dUk
_dStDuBDSZ
072 7 _aKJ
_2bicssc
072 7 _aKJS
_2bicssc
072 7 _aBUS
_2ukslc
072 7 _aKJ
_2thema
072 7 _aKJS
_2thema
072 7 _aKCK
_2thema
072 7 _aKJH
_2thema
072 7 _aKJSA
_2thema
082 0 4 _a658.8340842
_223
100 1 _aBritton, Matt,
_d1975-
_eauthor.
245 1 0 _aYouthnation :
_bbuilding remarkable brands in a youth-driven culture /
_cMatt Britton.
246 3 _aYouth nation
260 _aHoboken, New Jersey :
_bJohn Wiley & Sons,
_c[2015]
300 _axxv, 292 pages :
_billustrations ;
_c24 cm
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
366 _b20150522
_cAvailable
500 _aFormerly CIP.
_5Uk
504 _aIncludes bibliographical references (pages 259-266) and index.
505 0 _aForeword: By Antonio Lucio ix Acknowledgments xiii Disclosures xvii How to Connect with Me and Learn more about YouthNation xix Introduction: Forever Young xxi Chapter 1 From Status Symbol to Status Update 1 Chapter 2 From Things to Thrills 13 Chapter 3 The Rise of Electronic Dance Music 35 Chapter 4 Access over Ownership 45 Chapter 5 The Communal Table 55 Chapter 6 The Peer-to-Peer Economy 67 Chapter 7 The Power of the Crowd 81 Chapter 8 Free Agency 97 Chapter 9 Lifehacking 115 Chapter 10 The Field Guide to Lifehackers 131 Let's Pivot to Brand Building 146 Chapter 11 TV, the NFL, and the End of Demographics 149 Chapter 12 The Game-Changing Science of Media 157 Chapter 13 Big Data 101 173 Chapter 14 People Are Brands 183 Chapter 15 Brands Are People 213 Chapter 16 A StoryWorth Sharing 223 Epilogue 249 Endnotes 259 Index 267
520 8 _aYouth is no longer an age-it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy.
_bYouth is no longer an age-it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age-it's a commodity that's available to everyone-this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. Use New-Gen psychographics to target markets Build stronger evangelism with a compelling brand narrative Create loyal communities with immersive and engaging experiences Navigate the radically-changed landscape of the future marketplace In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.
530 _aAlso issued online.
650 0 _aYoung consumers.
_916914
650 0 _aMarketing.
_915374
650 7 _aBusiness and Management
_2ukslc
650 7 _aBusiness & Management
_2thema
650 7 _aSales & marketing
_2thema
_920600
650 7 _aBehavioural economics
_2thema
650 7 _aEntrepreneurship
_2thema
_914565
650 7 _aAdvertising
_2thema
_913459
776 0 8 _iebook version:
_z9781118982525
942 _2ddc
999 _c39249
_d39249