Wee Yet Mighty: Latin America's Kids
Consumption and influence
Mónica La Madrid Markwald, La Madrid y Asociados, Argentina
Telma Urich Markwald, La Madrid y Asociados, Argentina
CHILDREN AS CONSUMERS
Today's generation of child consumers is altogether different from previous generations. Children as a group have become an extremely important market. Although this phenomenon is clearly evidenced in developed countries it also holds true in other regions as well. This paper will analyze both the occurrence and extension of this trend in Latin America.
The study of the market of children's products and of children as consumers is relevant...