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Selected Works of Oscar T McKnight Ph.D.
Popular Press
Marketing to Helicopter Parents: Hovering Headache or Untapped Economic Resource
Marketing Management Association Proceedings (2008)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
  • Aaron McKnight, University of Chicago
  • Heidi Parker, Ashland University
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Abstract

Too often helicopter parents are deemed bothersome to professionals in higher education. However, this research indicates that helicopter parents are a niche market. Thus, incorporating the helicopter parent into a university's offical target marketing campaign appears warranted and necessary given the current economic climate.

Keywords
  • helicopter parent
Disciplines
Publication Date
2008
Citation Information
Oscar T McKnight, Ronald Paugh, Aaron McKnight and Heidi Parker. "Marketing to Helicopter Parents: Hovering Headache or Untapped Economic Resource" Marketing Management Association Proceedings (2008)
Available at: http://works.bepress.com/oscar_mcknight/8/