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Kids as Customers: Handbook of Marketing to Children
 
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Kids as Customers: Handbook of Marketing to Children (Hardcover)

by James U. McNeal (Author)
5.0 out of 5 stars  See all reviews (3 customer reviews)
Price: £24.95 & this item Delivered FREE in the UK with Super Saver Delivery. See details and conditions
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Frequently Bought Together

Kids as Customers: Handbook of Marketing to Children + Creating Ever-cool: A Marketer's Guide to a Kid's Heart + Branding cluster sheet: Brandchild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationship with Brands: 6
Price For All Three: £53.23

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Product details

  • Hardcover: 272 pages
  • Publisher: New Lexington Press (Jul 1992)
  • Language English
  • ISBN-10: 0669276278
  • ISBN-13: 978-0669276275
  • Product Dimensions: 24.3 x 16.2 x 2.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon.co.uk Sales Rank: 294,832 in Books (See Bestsellers in Books)

    Popular in these categories:

    #43 in  Books > Business, Finance & Law > Sales & Marketing > Market Research
    #54 in  Books > Society, Politics & Philosophy > Social Sciences > Social Issues > Consumer Issues

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  • See Complete Table of Contents

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Product Description

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.


From the Publisher

A great quote about KIDS AS CUSTOMERS:

"James U. McNeal is a master at explaining the unique ways that children perceive shopping. Any marketer whose products are bought by kids must read this book..." --Cheri Sterman, Dir. of Child Dev., Binney & Smith, Inc. maker of Crayola Crayons

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Kids as Customers: Handbook of Marketing to Children
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Customer Reviews

3 Reviews
5 star:
 (3)
4 star:    (0)
3 star:    (0)
2 star:    (0)
1 star:    (0)
 
 
 
 
 
Average Customer Review
5.0 out of 5 stars (3 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
3 of 3 people found the following review helpful:
5.0 out of 5 stars Coming Soon! The Kids Market: Myths and Realities, 21 April 1999
By A Customer
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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5.0 out of 5 stars Coming Soon! The Kids Market: Myths and Realities, 21 April 1999
By A Customer
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.
Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)



 
0 of 1 people found the following review helpful:
5.0 out of 5 stars Everything you ever wanted to know about kids as consumers, 1 Dec 1998
By A Customer
Easy reading, and very informative, and authoratative.
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