Contemporary consumption, consumers and marketing : cases from generations Y and Z / Brendan Canavan.

"This book explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory. Coming of age in a volatile, uncertain, complex and ambiguous context, members of generations Y and Z are emerging as distinctiv...

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Bibliographic Details

Online Access:	Full Text (via Taylor & Francis)
Main Author:	Canavan, Brendan (Author)
Format:	eBook
Language:	English
Published:	Abingdon ; New York : Routledge, 2021.
Edition:	1 Edition.
Subjects:	Consumption (Economics) Consumers' preferences. Branding (Marketing) Generation Y > Attitudes. Generation Z > Attitudes.