| Description |
xxviii, 316 pages, 16 unnumbered pages of plates : illustrations (some color) ; 25 cm |
| Contents |
BRANDchild updated at DualBook.com -- 1. Tweens -- 2. Tween dreams for sale -- 3. Bonded to brands: the transition years / Nigel Hollis -- 4. Exit fairyland -- 5. Creating imagination -- 6. How do tweens feel about / Patricia B. Seybold -- 7. Stardust -- 8. The peer factor -- 9. Cyberchild -- 10. Personalized brands build strong businesses / Patricia B. Seybold -- 11. Santa's nightmare -- 12. The essence of being a child / Yun Mi Antorini -- 13. Pump up the volume -- 14. Superchannels -- 15. Kidzbiz -- 16. Tweens take to hats -- 17. Calling kids -- App. 1. The BRANDchild research: the world's most extensive study of tween attitudes and brand relationships -- App. 2. Code of ethics |
| Summary |
"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B Seybold (Customers.com) share their unique views on kids' trends and fascinating marketing techniques." "BRANDchild summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs." |
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"Packed with practical advice on how to create kids' brands, including more than 50 fascinating previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising and children.
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Brand name products.
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Child consumers.
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Marketing research.
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| Author |
Seybold, Patricia B.
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| LC no. |
2002154220 |
| ISBN |
0749438673 (hardcover) |
|
0749442840 |
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