Tuning into Mom : Understanding America's Most Powerful Consumer /

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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 compa...

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Detalles Bibliográficos
Autor principal: Clements, Michal, 1963-
Otros Autores: Thompson, Teri Lucie, 1956-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: West Lafayette, Ind. : Purdue University Press, 2011.
Colección:Book collections on Project MUSE.
Temas:
Relationship marketing.
Mothers > Attitudes.
Consumers' preferences.
Consumer behavior.
Relationship marketing > United States.
Consumers' preferences > United States.
Consumer behavior > United States.
Mothers > United States > Attitudes.
United States.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Tuning into mom : her priorities and hot buttons
  • Food : stealth veggies and panini making
  • Exercise and sports : moving together
  • Education : from leapfrog to college
  • Safety and health : safety gates, stranger danger, and designated drivers
  • Technology : texting, talking, teaching
  • Fashion and beauty : sweater-vests be gone!
  • Conclusion: Brand sweet spots and actions.

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