Kids as customers a handbook of marketing to children /

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Bibliographic Details
Main Author: McNeal, James U.
Format: Book
Language:English
Published: New York : Toronto : New York : Lexington Books ; Maxwell Macmillan Canada ; Maxwell Macmillan International, [1992]
Physical Description:
xii, 258 pages : illustrations ; 25 cm.
Subjects:
Young consumers -- United States.
Marketing research -- United States.
Contents:
  • The emergence of children as customers
  • Children as a primary market : their income, spending, and saving
  • Children as a primary market : their spending and shopping
  • Children as a market of influencers
  • Kids as a future market : reaching them through a multidimensional segmentation strategy
  • Retailing to children
  • Advertising to children
  • Targeting promotion and publicity to children
  • Planning and developing new products for children
  • Marketing research among children : purposes, procedures, problems
  • Children as global consumers.

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