TY  - GEN
N2  - 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.
AB  - 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.
T1  - Tuning into momunderstanding America's most powerful consumer /
DA  - c2011.
CY  - West Lafayette, Ind. :
AU  - Clements, Michal,
AU  - Thompson, Teri Lucie,
CN  - ProQuest Ebook Central
CN  - ProQuest Ebook Central Academic Complete
CN  - HQ759
PB  - Purdue University Press,
PP  - West Lafayette, Ind. :
PY  - c2011.
ID  - 438728
KW  - Mothers
KW  - Consumer behavior
KW  - Consumers' preferences
KW  - Relationship marketing
SN  - 9781612491707
TI  - Tuning into momunderstanding America's most powerful consumer /
LK  - https://univsouthin.idm.oclc.org/login?url=http://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=3118987
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ER  -