Marketing to the Youth in South Africa: An International Comparison of the Aspirations of Higher Education Students

Autor:	Neren Rau, C. Richard Scott, Trevor Amos
Rok vydání:	2015
Předmět:	Affirmative action Higher education business.industry Political science Baby boomers Developing country Context (language use) Marketing business Marketing strategy Consumer behaviour
Zdroj:	Proceedings of the 1998 Multicultural Marketing Conference ISBN: 9783319173825
DOI:	10.1007/978-3-319-17383-2_5
Popis:	South Africa is a developing country which is attracting the attention of marketers from around the world. It is critical to the formulation of successful marketing strategy that marketers develop an understanding of the factors that will shape the consumer behaviour of South African youth. This paper offers perspectives on the career aspirations of South African youth, compared to their American counterparts, within the context of how these ambitions would shape their consumer behaviour.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e77170d204165767259b413208a85185 https://doi.org/10.1007/978-3-319-17383-2_5 Zobrazit plný text záznamu