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Online Public Access Catalogue

题名/责任者:

Kids as customers : a handbook of marketing to children / James U. McNeal.

出版发行项:

New York : Lexington Books ; Toronto : Maxwell Macmillan Canada ; New York : Maxwell Macmillan International, c1992.

ISBN:

0669276278

载体形态项:

xii, 258 p. : ill. ; 25 cm.

个人责任者:

McNeal, James U.

论题主题:

Young consumers-United States

论题主题:

Marketing research-United States

中图法分类号:

F713.5

书目附注:

Includes bibliographical references and indexes.

内容附注:

The emergence of children as customers -- Children as a primary market : their income, spending, and saving -- Children as a primary market : their spending and shopping -- Children as a market of influencers -- Kids as a future market : reaching them through a multidimensional segmentation strategy -- Retailing to children -- Advertising to children -- Targeting promotion and publicity to children -- Planning and developing new products for children -- Marketing research among children : purposes, procedures, problems -- Children as global consumers.

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