Understanding children as consumers

What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? The contributors to this collection take up the evaluation of the child as an active consumer and offer a valuable rethi...

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Bibliographic Details
Other Authors: Marshall, David, 1945-
Format: Electronic eBook
Published: Los Angeles, [Calif.] ; London : SAGE, 2010.
Series:SAGE advanced marketing series.
Online Access:CONNECT