What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? The contributors to this collection take up the evaluation of the child as an active consumer and offer a valuable...

What Is Retailing and Why Is It Important? -- Understanding Retailing and Retail Challenges -- Retailing Reader -- 1. Consumers and Shoppers -- Customer Perceptions and Expectations of Service Quality -- Consumer Experiences and Experiencing Consumers -- Retail Positioning and Consumer...