Tuning into Mom

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Written by two leading marketers, this provides a new approach to understanding the "American Mom” market, examining the effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages, from infants and toddlers to young adults. In doing so, it brings focus to the frequently-overlooked purchase influence of moms on teenagers.