The transitional years and their marketing implications

Date of publication: June 15, 1984


This paper initially highlights the major developmental landmarks of the adolescent period, focussing specifically on the social and psychological adjustments which are demanded of the individual. This examination not only presents a concise picture of the changes occurring during these years of transition but also provides a valuable context for the latter part of the paper, where we consider the ways in which an understanding of this age group can be of use from the marketing perspective.

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