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Type: Book chapter
Title: Understanding and communicating with Australia's young adults
Author: Arthur, D.
Sherman, C.
Appel, D.
Citation: Jovens, Marcas E Estilos de Vida, 2006 / Cardoso, P., Gaio, S., Seoane, J. (ed./s), pp.47-59
Publisher: Fernando Pessoa
Publisher Place: Porto, Portugal
Issue Date: 2006
ISBN: 9728830629
Abstract: This paper provides the reader with an understanding of the defining characteristics of Australia’s young adult market, and proposes an outline for successfully communicating with Australia’s young adults. Part 1 outlines the major findings of the 2005 Lifelounge Urban Market Report to provide the reader with an understanding of what the Australian young adult market values. The Lifelounge Urban Market Report encapsulates the behaviours and attitudes of Australia’s 16-29 year olds who reside in Australia’s major cities based on a qualitative and quantitative research study. Part 2 of this paper proposes a method for marketers to utilise this knowledge and successfully communicate with Australia’s young adults.
RMID: 0020063487
Appears in Collections:Business School publications

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