TITLE

Happy families

AUTHOR(S)
Lawrence, Dave
PUB. DATE
October 2004
SOURCE
Brand Strategy;Oct2004, Issue 186, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on importance of family marketing. Family life has always been a cornerstone of modern society. And for many brands, the family group is now the most important demographic with which to build relationships. A modern day family democracy has emerged in which children now have real influence in family decision-making, not just for child-orientated products, but also for family items such as cars and holidays. Parents have realised that family enjoyment is only maximised if their children are also happy. Just look at the number of child-focused features on modern mini vans, the kid's activity packs given out by British Airways PLC and Virgin and the plethora of child- friendly hotels and restaurants.
ACCESSION #
14736428

 

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