Author: James U. McNeal
Publisher: Paramount Market Publishing
ISBN: 9780967143910
Size: 70.93 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 272
View: 259
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by James U. McNeal, The Kids Market Books available in PDF, EPUB, Mobi Format. Download
The Kids Market books, "This book has three parts: (1) an overview; (2) myths and realities about children as a market (chapters 1-8); and (3) myths and realities about children's responses to marketing behavoiur (chapters 9-21). The first eight chapters describe myths and their realities regarding children as a market segment. I demonstrate the enormous market potential children hold todday is far beyond the penny-candy potential once attributed to them. I characterize children as not one but three markets - a current market spennding their own money on their own wants and needs; an influence market spending mom's and dad's money on their own wants and needs; and a future market for all goods and services. In the third part of the book - chapters 9 through 21 - I detail children's reactions to marketing, specifically, their responses to stores, products, including social products, brands, advertising, promotion, public relations, and packaging." -Preface.
