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Children's buying power and their influence on the market are growing each year. This well-written and organized volume contains a great deal of information and is a good place to start to explore this market. Acuff discusses how to analyze what products and programs appeal to children, organizing chapters by target market age groups: birth through two, three through seven, eight through 12, 13 through 15, and 16 through 19. In addition, Acuff discusses gender differences relevant to marketing to children. Particularly noteworthy is the author's "Youth Market System" method, which serves as an organizing structure for presenting information on variables that affect children's preferences for products at different ages, e.g., variables related to cognitive, social, and moral development. The author uses examples of well-known children's products to illustrate his discussion, and he concludes the book with a chapter on successful marketing to kids. Readers should be advised that the children's market is ever changing, often unpredictable, and should be entered with great caution. That said, this interesting and informative volume is recommended for academic and professional business collections and is particularly useful for marketing practitioners. D. Morris; University of New Haven