TY  - BOOK
AU  - Lindstrøm, Martin
AU  - Seybold, Patricia B.
PY  - 2003
DA  - 2003//
TI  - Brandchild: remarkable insights into the minds of today's global kids and their relationships with brands
T3  - EBSCOhost eBook Collection
PB  - Kogan Page
CY  - London
KW  - Brand name products
KW  - Child consumers
KW  - Advertising and children
KW  - Marketing research
KW  - Electronic books
KW  - Kind
KW  - Markenartikel
KW  - Verbraucherverhalten
AB  - "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." "Packed with practical advice on how to create kids' brands, including more than 50 fascinating previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience.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
SN  - 1417515635
UR  - http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=108774
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=108774
LA  - English
N1  - Martin Lindstrom with Patricia B. Seybold
ID  - 08624745X
ER  -