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Volume 12, Issue 3
1 March 1991
Journal of Business Strategy Cover Image for Volume 12, Issue 3
Review Article| March 01 1991

Planning Priorities for Marketing to Children

James U. McNeal
James U. McNeal
Professor of Marketing at Texas A&M University.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1991
Journal of Business Strategy (1991) 12 (3): 12–15.
https://doi.org/10.1108/eb039410

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.

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© MCB UP Limited
1991
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