"Offering a critical approach to digital marketing strategies, this innovative book introduces the 'phygital', a new ecosystem that creates a continuum between physical and digital settings to aid the design of successful customer experiences. Combining theory with practical case studies, it...

Contents: Introduction to youth marketing to digital natives -- 1. Why youth culture beats age segmentation when it comes to marketing to young consumers -- 2. From age segmentation to "segmenculture": Introducing a new segmentation method based on the youth culture criterion -- 3. How do youth...