Planning Priorities for Marketing to Children
James U. McNeal
(Professor of Marketing at Texas A&M University.)
748
Abstract
Children are actually three markets in one: a primary market, an influence market, and a future market. The author suggests that companies formulate an integrated strategy to focus on all three areas.
Citation
McNeal, J.U. (1991), "Planning Priorities for Marketing to Children", Journal of Business Strategy, Vol. 12 No. 3, pp. 12-15. https://doi.org/10.1108/eb039410
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited