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Kids as customers a handbook of marketing to children /
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Main Author: | |
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Format: | Book |
Language: | English |
Published: |
New York : Toronto : New York :
Lexington Books ; Maxwell Macmillan Canada ; Maxwell Macmillan International,
[1992]
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Physical Description: |
xii, 258 pages : illustrations ; 25 cm. |
Subjects: |
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.