Getting Wiser to Teens: More Insights into Marketing to Teenagers

In 1982, Zollo co-founded Teenage Research Unlimited (TRU), the first marketing research firm focused on the teenage market, today recognized as a leader in its field; Zollo also works in social-marketing issues, including anti- tobacco and anti-drug campaigns. In this text, he shares with marketers TRU's insights into the teenage perspective and how they apply to the marketing world. Coverage includes why teens are important consumers; the teen mind; attitudes, social concerns, and lifestyles of teens; the roles of friends; teen views on home and school; teen trends, social status, and music; the unique relationship of teens and media; and marketing and advertising strategies. Annotation (c) Book News, Inc., Portland, OR (booknews.com)