Kids as Customers: A Handbook of Marketing to Children
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Kurzbeschreibung
Marketing to children is a multi-billion dollar industry. McNeal provides guidelines for tapping into this vast market, and with interviews, observations and analyses, shows the secrets of marketing and selling to children. He discusses children's buying habits and economic motivations, and how children can be succesfully influenced by marketing strategies. He also looks at the future of the children's marketplace, examining the concerns of consumer advocates, regulators, and parents, and what they mean for marketers.
Synopsis
Marketing to children is a multi-billion dollar industry. McNeal provides guidelines for tapping into this vast market, and with interviews, observations and analyses, shows the secrets of marketing and selling to children. He discusses children's buying habits and economic motivations, and how children can be succesfully influenced by marketing strategies. He also looks at the future of the children's marketplace, examining the concerns of consumer advocates, regulators, and parents, and what they mean for marketers.
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Format:Gebundene Ausgabe
When starting to write my diploma thesis I had to investigate really much. My 'literacy journey' took me through many book stores and libraries.It was so hard to find good books dealing with children as a marketing target group. Especially in Germany this became very difficult. All kind of marketing activities towards children are still regarded as very critical. Finding Mc Neal's book was the best help for me. It gives a great overview on children in general, their stages of development, their attitudes towards advertising, promotions etc. One of the best chapters in Mc Neal's book is where he describes the different stages how children become customers. After having read his book, you really get a feeling for kids as customers. A must-read for every one dealing with children.
Format:Gebundene Ausgabe
The newest book from James McNeal answers important questions about the kids market, including: When do children become consumers? Do kids really save more than their parents? How much money does the average kid have and where does it come from? Why are the numbers six and seven more effective at getting kids' attention than other numbers? What do children say is their favorite fast food? How do children in other countries spend their time and discretionary income? Find answers to these and other important questions from the expert on marketing to kids. Pehaps the book's finest feature is the information contained in dozens of actual drawings done by children from the U.S. and abroad. It's amazing how much you can learn from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom on the topics at hand.
Format:Gebundene Ausgabe
The newest book from James McNeal answers important questions about the kids market, including: When do children become consumers? Do kids really save more than their parents? How much money does the average kid have and where does it come from? Why are the numbers six and seven more effective at getting kids' attention than other numbers? What do children say is their favorite fast food? How do children in other countries spend their time and discretionary income? Find answers to these and other important questions from the expert on marketing to kids. Pehaps the book's finest feature is the information contained in dozens of actual drawings done by children from the U.S. and abroad. It's amazing how much you can learn from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom on the topics at hand.
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Die neuesten Kundenrezensionen
marketing to children? Just eat 'em!
There is a special place in hell reserved for Marketers and now there is an extra-special place in hell for those that market to children. Dr. Lesen Sie weiter...
Am 26. Oktober 1999 veröffentlicht
Everything you ever wanted to know about kids as consumers
Easy reading, and very informative, and authoratative
Am 1. Dezember 1998 veröffentlicht
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