Kids as Customers: A Handbook of Marketing to Children

By James U. McNeal

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0669276278
• ISBN13: 9780669276275
• Release Date: July 1992
• Publisher: Lexington Books
• Length: 272 Pages
• Weight: 1.21 lbs.
• Dimensions: 0.9" x 6.4" x 9.6"

Customer Reviews

The reviewer of October 25, 1999 is probably right.

The author pays occasional lip service to the eithical considerations of marketing to children. At first, I was going to gather up all those quotes and use them as a rebuttal to the reviewer of October 25, 1999. But then, on page 189, I read "Needs are not for products; products are for needs." In this one disclaimer, McNeal is absolving himself for selling comic books which could be read in ten minutes, colorful toys which lose every child's attention in five minutes, addicting electronic games, and junk food. The statement would be objectionable even if the word "desires" were substituted for "needs." Children had no desire for designer jeans or hundred-dollar tennis shoes before they were invented by the market. On the whole, it is an interesting book, but I am a little disappointed. I wanted to learn about the psychological ploys used in baiting children, but I learned very little about that.

thanks Jim

Your books let me know again how interesting and beautiful the world is. Also it is valuable reference if I have my own children in the future.

Coming Soon! The Kids Market: Myths and Realities

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.

Everything you ever wanted to know about kids as consumers

Easy reading, and very informative, and authoratative