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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)

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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: 651,118 in Books (See Bestsellers in Books)

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  • See Complete Table of Contents

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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What Do Customers Ultimately Buy After Viewing This Item?

Kids as Customers: Handbook of Marketing to Children
86% buy the item featured on this page:
Kids as Customers: Handbook of Marketing to Children 5.0 out of 5 stars (3)
Children as Consumers (International Series in Social Psychology)
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Children as Consumers (International Series in Social Psychology) 4.0 out of 5 stars (1)
£18.99
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Customer Reviews

3 Reviews
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Average Customer Review
5.0 out of 5 stars (3 customer reviews)
 
 
 
 
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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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