- The Washington Times - Sunday, August 11, 2002

Books

•"Creating Ever-Cool: A Marketer's Guide to a Kid's Heart," by Gene Del Vecchio, Pelican Publishing Co., 1997. This book examines the timeless and underlying needs and desires of childhood, and it looks at children in the world today, including their self-awareness.

•"Kids as Customers: A Handbook of Marketing to Kids," by James U. McNeal, Lexington Books, 1992. Marketing to the young is a billion-dollar industry, and this book can help parents navigate the halls of consumerism with their children.

•"Why We Buy: The Science of Shopping," by Paco Underhill, Touchstone Books, 2000. This book, written by a veteran retail researcher, lays bare the struggle among merchants, marketers and consumers.

Online

•About, a for-profit Internet information network, offers a map of department and mall store sites (https://childparenting.miningco.com/library/weekly/aa090699.htm) where parents can do online back-to-school shopping.

•TeachersZone (www.teacherszone.com), a site providing information about teaching and education, features a back-to-school section with shopping bargains, tips and Internet deals.

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