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Tuning Into Mom: Understanding America's Most Powerful Consumer

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Tuning into Mom: Understanding America's Most Powerful Consumer - Clements, Michal, and Thompson, Teri Lucie
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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 ...

Tuning into Mom: Understanding America's Most Powerful Consumer 2011, Purdue University Press, West Lafayette

ISBN-13: 9781557535856

Hardcover

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