ALCOHOL BRANDS IN YOUNG PEOPLES' EVERYDAY LIVES: NEW DEVELOPMENTS IN MARKETING
Open Access
- 29 September 2004
- journal article
- research article
- Published by Oxford University Press (OUP) in Alcohol and Alcoholism
- Vol. 39 (6) , 471-476
- https://doi.org/10.1093/alcalc/agh101
Abstract
New developments in alcohol marketing are likely to be particularly important for younger members of the population both because of their use of new technology and the role brands play in their lives. This paper discusses the response of young people to this marketing, the functions it fulfils for the alcohol industry and the need for new policy responses.Keywords
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