In this updated version of a comprehensive how-to guide for marketing to 8- to 12-year-olds, the authors, principals in a successful agency specializing in the kids market, offer a great deal of valuable information and advice. Unfortunately, verbose writing and blatant self-promotion obscure the book's usefulness.
As you struggle through lengthy philosophical discussions of Piaget and Maslow, you'll find yourself saying, "Get to the point already." And while the authors admit to making occasional mistakes as consultants, they spend far more time patting themselves on the back. Their braggadocio peaks on p. 194 when they say they possess a secret ingredient called "wonder," which is what their clients pay them for and what "makes us really good at what we do." Even they acknowledge how over-the-top this is.
That being said, if you're targeting the kids market, this book is a useful reference. Just don't read it when you're the least bit tired.
Title The Great Tween Buying Machine
Author David L. Siegel, et al
Publisher Dearborn Trade Publishing (June 2001), 218 pages
Reviewed by Bill Madway, Madway Business Marketing