Open AccessALCOHOL BRANDS IN YOUNG PEOPLES' EVERYDAY LIVES: NEW DEVELOPMENTS IN MARKETING
Author(s) -
Sally Casswell
Publication year - 2004
Publication title -
alcohol and alcoholism
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.747
H-Index - 99
eISSN - 1464-3502
pISSN - 0735-0414
DOI - 10.1093/alcalc/agh101
Subject(s) - alcohol industry , marketing , population , alcohol , business , advertising , psychology , medicine , environmental health , biochemistry , chemistry
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.
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