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Planning Priorities for Marketing to Children

James U. McNeal (Professor of Marketing at Texas A&M University.)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 March 1991

Abstract

Children are actually three markets in one: a primary market, an influence market, and a future market. The author suggests that companies formulate an integrated strategy to focus on all three areas.

Citation

McNeal, J.U. (1991), "Planning Priorities for Marketing to Children", Journal of Business Strategy, Vol. 12 No. 3, pp. 12-15. https://doi.org/10.1108/eb039410

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited