| Preface | p. ix |
| Introduction | |
| The Emergence of Children as Customers | p. 2 |
| A Historical Perspective | p. 4 |
| A Sociological Explanation | p. 6 |
| Children's Development as Consumers | p. 8 |
| The Role of the Marketer | p. 13 |
| Children as a Multidimensional Market | p. 14 |
| Summary: A Vote for Kid Kustomer | p. 17 |
| A Couple of Warnings | p. 18 |
| Later Chapters | p. 20 |
| References | p. 20 |
| Children Are Three Markets | |
| Children as a Primary Market: Their Income, Spending, and Saving | p. 22 |
| Children's Income | p. 23 |
| Children's Savings | p. 29 |
| Children's Expenditures | p. 31 |
| Overprivileged Children | p. 32 |
| Marketing Implications of Kids with Money | p. 34 |
| Summary and Conclusions | p. 35 |
| References | p. 37 |
| Children as a Primary Market: Their Spending and Shopping | p. 38 |
| Products Purchased by Children | p. 39 |
| Children's Preferred Stores | p. 42 |
| Children's Independent Purchase-Visits | p. 44 |
| What Shopping and Spending Mean to Children | p. 46 |
| References | p. 61 |
| Children as a Market of Influencers | p. 62 |
| Reasons for Children's Influence | p. 64 |
| Extent of Children's Consumer Influence | p. 65 |
| Information Sources Underlying Children's Requests | p. 70 |
| Children's Requesting Styles and Appeals | p. 72 |
| Location of Children's Requests to Parents | p. 74 |
| Influence of Kids on Parents' Choice of Retail Outlets | p. 76 |
| Parental Response to Children's Requests | p. 77 |
| Marketers' Perceptions of Kids' Influence on Parental Purchases | p. 81 |
| Marketing to Children as Influencers | p. 84 |
| References | p. 87 |
| Kids as a Future Market: Reaching Them Through a Multidimensional Segmentation Strategy | p. 88 |
| Children as a Source of Future Customers | p. 91 |
| The Importance of Loyalty in Cultivating Kids as Future Customers | p. 92 |
| Building a Loyal Relationship with Children as Future Customers | p. 95 |
| Marketing to Kids Using a Multidimensional Segmentation Strategy | p. 101 |
| Managerial Suggestions | p. 102 |
| References | p. 104 |
| Marketing to Kids as Customers | |
| Retailing to Children | p. 106 |
| Reasons for Retailers to Target Children as Consumers | p. 107 |
| Retailers' Responses to Kids as Customers | p. 111 |
| Some Retailers Target Children, Some Don't | p. 115 |
| Nonstore Retailing | p. 122 |
| Service Retailers | p. 124 |
| Conclusions and Recommendations | p. 126 |
| References | p. 129 |
| Advertising to Children | p. 130 |
| Advertising as Part of the Marketing Communications Mix | p. 131 |
| Changes in Advertising Media Targeted to Children | p. 136 |
| Effects of Advertising to Children | p. 144 |
| Encoding/Decoding Problems in Advertising to Children | p. 147 |
| Observations and Recommendations | p. 153 |
| References | p. 157 |
| Targeting Promotion and Publicity to Children | p. 158 |
| Targeting Promotion to the Children's Market | p. 160 |
| Children-Targeted Public Relations | p. 168 |
| Kids Clubs: A New Channel of Communications | p. 173 |
| Summary and Suggestions | p. 177 |
| References | p. 179 |
| Planning and Developing New Products for Children | p. 180 |
| Strategies for New Products for Kids | p. 182 |
| Remember, the Package Is for Kids, Too | p. 193 |
| Needed: New, New Product Strategies That Really Target Kids | p. 197 |
| References | p. 201 |
| Marketing Research Among Children: Purposes, Procedures, Problems | p. 202 |
| Purposes of Researching Young Consumers | p. 204 |
| Techniques and Procedures for Researching Children | p. 209 |
| Problems in Researching Kids as Customers | p. 220 |
| Using Parents as Surrogates for Children in Marketing Research | p. 223 |
| References | p. 225 |
| Kids as Customers Tomorrow | |
| Children as Global Consumers | p. 228 |
| Reasons to Consider Children as Worldwide Consumers | p. 230 |
| Reasons to Study Children as Global Consumers | p. 234 |
| Children's Consumer Behavior in Other Parts of the World: The Case of the Pacific Rim | p. 235 |
| Multinational Marketing Strategy to Kids: Standardize or Localize? | p. 248 |
| References | p. 250 |
| Name Index | p. 251 |
| Subject Index | p. 254 |
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