Born to Buy: The Commercialised Child and the New Consumer Culture by Juliet B. Schor |
by Alissa Quart
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by Martin Lindstrom
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by James U. McNeal
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by Gene Del Vecchio
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Synopsis
Do tweens have economic power? At 20 million and growing, this group presents a serious opportunity for today's marketers, influencing as much as 20 percent of the $550 billion in household spending by the 8.7 million families in which they live. As part of Generation Y, tweens are the last offspring of the large and powerful baby boom generation and, like their parents, are a market force to be reckoned with. No longer children and not quite teenagers, tweens-kids aged 8 to12 years-are one of the fastest growing market segments for corporate America. With significant influence on household and family purchases, the four key motivating drivers for tweens are fun, freedom, power, and belonging. "The Great Tween Buying Machine" will demystify the newly discovered tween market using research findings and by discussing product development techniques and the latest marketing strategies in packaging, advertising, and promotions. "The Great Tween Buying Machine" reveals key information on how to expand a company's marketing base now, recognizing that an early investment in the tween market is an investment in a company's future.
Do tweens have economic power? At 20 million and growing, this group presents a serious opportunity for today's marketers, influencing as much as 20 percent of the $550 billion in household spending by the 8.7 million families in which they live. As part of Generation Y, tweens are the last offspring of the large and powerful baby boom generation and, like their parents, are a market force to be reckoned with. No longer children and not quite teenagers, tweens-kids aged 8 to12 years-are one of the fastest growing market segments for corporate America. With significant influence on household and family purchases, the four key motivating drivers for tweens are fun, freedom, power, and belonging. "The Great Tween Buying Machine" will demystify the newly discovered tween market using research findings and by discussing product development techniques and the latest marketing strategies in packaging, advertising, and promotions. "The Great Tween Buying Machine" reveals key information on how to expand a company's marketing base now, recognizing that an early investment in the tween market is an investment in a company's future.
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First Sentence
In writing this book, we were confronted with the task of challenging our own conventional and intuitive thinking about tweens. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
In writing this book, we were confronted with the task of challenging our own conventional and intuitive thinking about tweens. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Born to Buy: The Commercialised...
""Born to Buy" is so grounded in appalling data about both kids and...
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