The Kids Market: Myths and Realities
"A must read for anyone interested in the kid's market or in growing their business. Dr. McNeal's insights into the kid's market make this book both an edifying and enjoyable read. You won't want to put it down."  --Donna Sabino, Director of Strategic Planning and Research, Sports Illustrated for Kids"Dr. McNeals timing is impeccable. Just as the business of marketing to kids has gotten more mature and complex, McNeal presents us with a resource which not only debunks the common myths of kid marketing, but also provides invaluable lessons and practical advice." --Julie Halpin, CEO, The Geppetto Group"Jim McNeal has always been the first and last word on marketing to kids. He is the source we all turn to first for the latest thinking in the field. This book provides a beautiful illustration why."  --George Carey, President, Just Kid Inc."Jim McNeal has taught marketers to listen to children. His research, where kids draw shopping, reveals the detailed knowledge children have about brands, merchandising, promotions, and customer relations. Success comes from listening to McNeal and the kids!" --Cheri Sterman, Director of Child Development, Binney & Smith, Inc. (Crayola products"My hat is off to Dr. McNeal. He's packed a lot of information into this book but still made it a quick read. It's relevant and fun." --Colleen Fahey, Executive Vice President, Frankel"The Kids Market is a remarkably fresh and insightful look at the myths and realities we face in the kids marketing business. I'd recommend this book to anyone interested in breaking down the barriers we adults have to creating effectrive, honest and engaging work for children."  --Cheryl Berman, Chief Creative Officer, Leo Burnett U.S.A. and KidLeo"The best single source of marketing-to-kids tips I have ever read. McNeal's newest book not only opens our eyes as to how kids have become an even more important market for today's businesses to consider, but also provides invaluable tips to help minimize costly mistakes when marketing to this very savvy segment. My entire staff will read this book."  --Dave Siegel, President, WonderYears Kids Marketing and Advertising"This is the kind of book that first makes you feel ignorant - then incredibly smart. It's full of clear-cut thinking, backed by the facts. The organization of information into myths and realities makes it easy to find the value that exists on every page. Jim McNeal's 35 years of experience and insight are wonderfully communicated."  --Jack Pierce, Principal Intersect Marketing