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.

This book is intended as an easy-to-read theoretical discussion of the development of consumer behavior patterns from age zero to one-hundred months-the time period during which people become bona fide consumers according to the author's consumer behavior research. Virtually all research among children as consumers is based on socialization theory rather than developmental theories. Thus, the focus is always on children's consumer behavior and the agents from which they learn it. Thus, they are considered as ongoing consumers. This book on the other hand, looks at how children develop as...

This book is about children and advertising in China, the country with the largest children population in the world. As China rapidly becomes a market-driven economy, and it's one-child-per-family policy spreads throughout society and repositions children as focal points of family life, effective marketing to children and their parents demands good information about them.

This book provides answers to the following questions:

What are the characteristics of the children market in China and what are the ways to reach Chinese children?

How do Chinese children's understanding of...