"This expanded update of Peter Zollo's popular Wise Up to Teens gives readers a thorough understanding of what teens think, feel, and need, what they do, what they buy, and how marketers should—and shouldn't—reach them.

Brimming with invaluable insights and information, the 11 chapters in Getting Wiser to Teens: More Insights into Marketing to Teenagers examine: Why Teens Are Important Consumers; Teen Psyche; Teen Attitudes; Teen Types, Trends, and Music; Teen Social Concerns; Teens at Home and School; Teens and Friends; Teen Lifestyle; Teens and Brands; Teens and Media, Marketing and Advertising to Teens.

Pulling together information from the twice-yearly syndicated TRU Study and countless qualitative-research studies conducted by Mr. Zollo's firm, Teenage Research Unlimited, this information-packed book is your #1 guide to the teen market—now revised, updated, expanded—and more indispensable than ever."

Quoted from publisher's website

REF HF 5415.32 Z65 2004

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