The $100 Billion Allowance

The $100 Billion Allowance

Accessing the Global Teen Market

Book - 2000
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WILEY
"A fascinating insight into the lives of global teens, with clever tips and very clear steps to help any marketer find the way through to the hearts and minds of today's youth population." -Roy Edmondson, Presence and Publicity Director, Levi Strauss & Co.

"Elissa Moses's book does the best job I've ever seen of breaking down, bite by bite, a look at teen culture in a range of countries and across a range of industries. A bible for anyone doing business targeting global youth." -Marian Salzman, Worldwide Director, Brand Futures Group

"Insights from The $100 Billion Allowance have already helped Philips better connect to global youth." -Cor Boonstra, President, Royal Philips Electronics N.V.

"Anyone interested in globalization has to read The $100 Billion Allowance. Elissa Moses's new book stands alongside The Lexus and the Olive Tree by Tom Friedman as a twenty-first-century globalization guidebook." -Joseph T. Plummer, Executive Vice President, Director of Brand Strategy on Global Accounts, McCann Erickson Worldwide

"Elissa Moses is one of those rare shrinks who knows how to actively listen and exactly when to ask why . . . but she never stops there. Elissa offers the clear explanations for action that any consumer-oriented company always needs." -Gerard Dufour, Founding Partner, BLIS, former Senior Director of Marketing, Royal Philips Electronics N.V.

"Elissa Moses feels the pulse of the global teen market and finds it vibrating with energy and bursting with potential for the astute marketer." -Arthur Selkowitz, Chairman and CEO, D'Arcy Masius Benton & Bowles

"The $100 Billion Allowance is filled with some wonderful insights for all marketers . . . and parents." -Ron Berger, Chief Executive Officer, Messner Vetere Berger McNamee Schmetterer/EURO RSCG

Book News
Based on information gained in a 37 country survey, this work attempts to explain teen culture across the world with an eye towards successful marketing. Moses (Director of Global Consumer and Market Intelligence, Royal Phillips Electronics) provides virtually no information on the survey methods which includes such dubious statistics as the claim that 81% of teens worldwide use computers. Moses uses the survey to draw a picture of market size, global teen culture unifiers and differentiators, the underlying value structures of teens, and regional perspectives. She attempts to explain how marketers can use the information to develop brand loyalty for their products. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Publisher: New York : John Wiley, c2000
ISBN: 9780471298489
0471298484
Characteristics: ix, 230 p. : ill. ; 24 cm

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