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BW Businessworld

Those Big, Little Buyers

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This book pieces together several contemporary views from a number of researchers of consumer behaviour. Edited by David Marshall, distinguished academic and professor of marketing and consumer behaviour at the University of Edinburgh Business School, Understanding Children As Consumers (Sage Publications) is intended for researchers interested in children as consumers in particular, as well as those generally interested in studying consumer behaviour and marketing. Marshall introduces the topic in a light manner, starting with the origin of his interest in children thanks to his own. The book has four parts. The first part presents various aspects of modern research on children. Part two discusses marketing to children, while the third analyses childrentwo of the largest consumer markets. (This story was published in Businessworld Issue Dated 14-02-2011)