Abstract:

After scientific institutions, publicity media and mass products advertisers, banks are wondering now about the usefulness of life style in their everyday activities. As to Crédit Agricole, its marketing research was devoted to the development of an original approach of its customers through a study of life styles. A need for considering the traditional commercial approach from a new angle having been expressed by salesmen, as well as agencies managers and people from the central group, opportunities to try such a system arose spontaneously without anybody showing opposition.