EUR 32,90
  • Precio recomendado: EUR 34,99
  • Ahorras: EUR 2,09 (6%)
  • Precio final del producto
Envío GRATIS. Ver detalles
Sólo queda(n) 2 en stock.
Vendido y enviado por Amazon. Se puede envolver para regalo.
Kids as Customers: Handbo... se ha añadido a la cesta
Compara Precios en Amazon
Añadir a la cesta
EUR 28,36
+ EUR 2,99 de gastos de envío
Vendido por: papercavalier ⛄❄️⛷️
Añadir a la cesta
EUR 31,36
Vendido por: The_Book_Depository_ES
¿Tienes uno para vender? Vender en Amazon
Volver atrás Ir adelante
Escuchar Reproduciendo... Interrumpido   Estás escuchando una muestra de la edición de audio Audible.
Más información
Ver las 3 imágenes

Kids as Customers: Handbook of Marketing to Children (Inglés) Tapa dura – 25 ene 1992

Ver los 3 formatos y ediciones Ocultar otros formatos y ediciones
Precio Amazon
Nuevo desde Usado desde
Versión Kindle
Tapa dura
EUR 32,90
EUR 28,36 EUR 5,79
click to open popover

Descripción del producto

Reseña del editor

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.


At the age of four or five, many children begin to make purchases on their own. By the time they are ten, they make more than 250 purchase visits to stores each year. Marketing to children has come a long way since the days when "secret decoder rings" were sold on cereal boxes. Children today have their own television and radio networks, magazines, newspapers, product clubs, banks, bookstores, and clothing shops. Changes in the American family have also served to force children into the marketplace sooner. Working parents rely on their children to do more household chores, including shopping. Smart manufacturers and retailers recognize the children's market as a potential gold mine, and the expert they turn to for advice is internationally recognized authority James U. McNeal. McNeal's Kids as Customers is the indispensable marketing handbook for companies marketing to four-to-twelve year-olds--a market McNeal describes as having the greatest sales potential of any age or demographic group. McNeal classifies the children's market into three distinct categories: primary, influence, and future. As a primary market, children in the United States have over $9 billion to spend. McNeal explains how they get their money, where they shop, what they buy, and what persuades them to select one product over another. As an influence market, children direct at least $130 billion of adults' spending. McNeal offers for the first time a measure of kids' influence on their parents' purchases of 62 household items, from ice cream to home computers. As future consumers, children will control even more purchasing dollars. McNeal shows businesses how to cultivate today's children into loyal long-termcustomers. What's more, McNeal urges businesses not to overlook the potential of the vast overseas market. Many foreign children, especially in countries like Great Britain, Japan, and Taiwan, have the same purchasing power as Americans, but they often have fewer products to choose from. And, unlike their parents, foreign children frequently prefer American-made goods. McNeal provides invaluable data on foreign children's income, purchasing, and saving practices--and practical guidelines for tapping into the children's market overseas. Retailers, advertisers, product designers, and market researchers will all benefit from McNeal's extensive research and his examples of highly successful children's marketing strategies, as well as some that were total failures. Kids as Customers presents the practical advice and hands-on techniques any business needs to succeed in the fast-growing children's marketplace.

No es necesario ningún dispositivo Kindle. Descárgate una de las apps de Kindle gratuitas para comenzar a leer libros Kindle en tu smartphone, tablet u ordenador.

  • Apple
  • Android
  • Windows Phone

Obtén la app gratuita:

Detalles del producto

Opiniones de clientes

No hay opiniones de clientes
Comparte tu opinión con otros clientes

Opiniones de clientes más útiles en 3,3 de 5 estrellas 11 opiniones
Goggle-Eyed Slewfoot
4,0 de 5 estrellasThe reviewer of October 25, 1999 is probably right.
15 de abril de 2009 - Publicado en
Compra verificada
gerardo amezcua
5,0 de 5 estrellasamazing insights
13 de agosto de 2013 - Publicado en
Compra verificada
Tim Wilson
3,0 de 5 estrellasThree Stars
4 de diciembre de 2014 - Publicado en
Compra verificada
2,0 de 5 estrellaspoorly written, but covers the basics
17 de marzo de 2008 - Publicado en
A una persona le ha parecido esto útil.
Un cliente
5,0 de 5 estrellasComing Soon! The Kids Market: Myths and Realities
21 de abril de 1999 - Publicado en
A una persona le ha parecido esto útil.