IGI Global Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations (Advances in Marketing, Customer Relationship Management, and E-Services)

About the Author Jony Haryanto, President University, Indonesia.Luiz Moutinho, Dublin City University, Ireland. Product Description To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children's consumption behavior.