Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations (Advances in Marketing, Customer Relationship Management, and E-Services)

by Jony Haryanto and Luiz Moutinho

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To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children's consumption behavior.
  • ISBN13 9781522509943
  • Publish Date 30 August 2016
  • Publish Status Active
  • Publish Country US
  • Publisher IGI Global
  • Imprint Business Science Reference