Kids as customers
Subtitle: a handbook of marketing to children
By: James U. McNeal.
Publisher: Lexington Books; Maxwell Macmillan Canada; Maxwell Macmillan International
Published: 1992
Place of publication: New York; Toronto; New York
Language: eng
Number of pages: 258
Subjects: Young consumers -- United States; Marketing research -- United States
Notes: Includes bibliographical references and indexes.
Table of contents: title: The emergence of children as customers; title: Children as a primary market : their income, spending, and saving; title: Children as a primary market : their spending and shopping; title: Children as a market of influencers; title: Kids as a future market : reaching them through a multidimensional segmentation strategy; title: Retailing to children; title: Advertising to children; title: Targeting promotion and publicity to children; title: Planning and developing new products for children; title: Marketing research among children : purposes, procedures, problems; title: Children as global