Marketing to children
John Morley
(University of Nottingham, Nottingham, UK)
2783
Abstract
Suggests that children are now an important consumer group considering the climate of ever‐increasing child‐orientation. Describes the available information in child consumption, purchasing, incomes and influences, and reviews the marketing implications in terms of strategy, research and advertising.
Keywords
Citation
Morley, J. (1968), "Marketing to children", European Journal of Marketing, Vol. 2 No. 2, pp. 139-146. https://doi.org/10.1108/EUM0000000005249
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited