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Tuning into Mom: Understanding America's Most Powerful Consumer
Michal Clements
€ 31.99
€ 28.16
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Description for Tuning into Mom: Understanding America's Most Powerful Consumer
Hardcover. Num Pages: 200 pages, Illustrations. BIC Classification: 1KBB; JFFT; KJSM. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 18. Weight in Grams: 465.
American mothers are household CFOs, in charge of an estimated $2.45 trillion in direct spending. They are also an important influence on other family members' buying habits. Many organizations have identified moms as an important customer group, but the broad, age-based definitions these companies work with mask an array of different consumer behaviors. Written by two leading marketers, this book provides a new approach to understanding the American Mom market, examining the mom's influence on (or control of) the purchasing habits of children of all ages, from infants and toddlers to young adults, and bring focus to the frequently overlooked ... Read more
American mothers are household CFOs, in charge of an estimated $2.45 trillion in direct spending. They are also an important influence on other family members' buying habits. Many organizations have identified moms as an important customer group, but the broad, age-based definitions these companies work with mask an array of different consumer behaviors. Written by two leading marketers, this book provides a new approach to understanding the American Mom market, examining the mom's influence on (or control of) the purchasing habits of children of all ages, from infants and toddlers to young adults, and bring focus to the frequently overlooked ... Read more
Product Details
Format
Hardback
Publication date
2011
Publisher
Purdue University Press
Condition
New
Number of Pages
185
Place of Publication
West Lafayette, United States
ISBN
9781557535856
SKU
V9781557535856
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-29
About Michal Clements
Michal Clements is a Senior Principal at the leading growth strategy consulting firm, The Cambridge Group, based in Chicago. She previously founded Insight to Action, a firm focused on building brands through insights that result in specific business-building actions. ||Teri Lucie Thompson is Chief Marketing Officer and Vice President for Marketing and Media at Purdue University. She previously served ... Read more
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