Phenomen of collection as a marketing tool dedicated to children

Le phénomène de collection comme outil marketing à destination des enfants

Pascale Ezan ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This article aims to understand why children collect. A typology of collections allows to show how firms adapt their products to satisfy these different motivations. An exploratory case : the Pokemon underlines the new strategies the firms have to lead to propose their series for children.

Date: 2003
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Published in Décisions Marketing, 2003, 29

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02019676

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