Bill N/A

CD: A global youth culture is emerging, spurred on by the universalization brought about by the internet, self-obsession and preoccupation with teenage (even tweenage) priorities such as rock idols and movie stars. Sensing that there's a major opportunity here, marketers especially in India, where the average age is 24 years - are trying to grapple with the key understandings necessary to access this important segment. It's all about changing lifestyles, altered value perceptions and disengagement from heavy issues that drove the Baby Boomers and even the Gen Xers. Kurien, Bijou. Kent, Anthony review the historical trends and emphasize the supreme importance of trying to interpret and engage with a vast emerging market of youth whose very difference from their predecessors marks them out as both conundrum as well as opportunity. butwhile they are spending on entirely new products. and their outlooks are different, essntially will rebel. and each will ultimately puzzle over what drives