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Brandchild :remarkable insights into the minds of today's global kids and their relationships with brands

  • 作者: Lindstrom, Martin,
  • 其他作者: Seybold, Patricia B.,
  • 出版:
  • 稽核項: 1 online resource (xxviii, 321 pages) :illustrations, maps.
  • 叢書名: Gale virtual reference library
  • 標題: Produits de marque. , Recherche. , Brand name products. , Préadolescent. , Merken. , Marketing , Produit de marque. , Merknamen. , BUSINESS & ECONOMICS , Advertising and children. , Enfants consommateurs. , Marketing research. , MarketingResearch. , Kinderen. , Publicité. , Child consumers. , Electronic books. , Marketing Recherche. , BUSINESS & ECONOMICS Marketing -- Research. , Publicité et enfants. , Consumentengedrag. , Recherche en marketing. , Jeune consommateur.
  • ISBN: 0749447117 , 9780749447113
  • ISBN: 0749438673 , 9780749438678
  • 試查全文@TNUA:
  • 附註: Includes bibliographical references and index. 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.
  • 摘要: "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."--Jacket.
  • 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=108774
  • 系統號: 005308640
  • 資料類型: 電子書
  • 讀者標籤: 需登入
  • 引用網址: 複製連結
Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, 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 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
來源: Google Book
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