Tuning Into Mom : Understanding America's Most Powerful Consumer

Name: Tuning Into Mom
Brand: Purdue University Press
SKU: 9781557535856
Price: 4400 KES
Availability: OutOfStock
ISBN: 9781557535856

by Michal Clements , Teri Lucie Thompson

Book Details

Format Hardback

ISBN-10 155753585X

ISBN-13 9781557535856

Publisher Purdue University Press

Imprint Purdue University Press

Country of Manufacture US

Country of Publication GB

Publication Date Oct 15th, 2011

Print length 185 Pages

Weight 461 grams

Dimensions 23.30 x 15.40 x 1.70 cms

Product Classification: Consumerism Consumerism Market research

KSh 4,400.00

Currently unavailable 0 in stock

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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 purchase influence of moms on teenagers. The authors combine large-scale quantitative research of more than 4,700 mothers with qualitative case studies from individual participants. Highly recommended for practitioners in retailing and product development, this book will also be a valuable supplemental text for college courses in consumer behavior and marketing strategy.

Get Tuning Into Mom by Michal Clements, Teri Lucie Thompson at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Purdue University Press and it has 185 pages.