Can I read Tuning Into Mom : Understanding America's Most Powerful Consumer on EtoBox?

Tuning Into Mom : Understanding America's Most Powerful Consumer by Michal Clements; Teri Lucie Thompson is a book available to read on EtoBox.

What is Tuning Into Mom : Understanding America's Most Powerful Consumer about?

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 effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages; from infants and toddlers to young adults. In doing so, it brings 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. The authors also draw on decades of real-world experience to combine their research with implementable examples of best practice. Highly recommended for practitioners in retailing and product develop

Author

Michal Clements; Teri Lucie Thompson

Publisher

Purdue University Press

Published

2011

Language

EN

ISBN

9781612491714

Subjects

Marketing, Business, Sociology