Tuning into mom [electronic resource] : understanding America's most powerful consumer / Michal Clements and Teri Lucie Thompson.
Clements, Michal, 1963-; Thompson, Teri Lucie, 1956-
2011
HQ759 .C54 2011eb
Available Online (multiple)

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Title Tuning into mom [electronic resource] : understanding America's most powerful consumer / Michal Clements and Teri Lucie Thompson.
Author Clements, Michal, 1963-
ISBN 9781612491707 (electronic book)
9781557535856
9781612491714
Imprint West Lafayette, Ind. : Purdue University Press, c2011.
Language English
Description 1 online resource (xiv, 185 p.) : ill.
Call Number HQ759 .C54 2011eb
Dewey Decimal Classification 306.874/3
Summary 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. -- Book Description.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Added Author Thompson, Teri Lucie, 1956-
Available in Other Form Tuning into mom.
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Record Appears in Online Resources > Ebooks
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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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