What is "grown-up"?

Date of publication: January 30, 2005

Abstract:

The aim of this paper is to question the segmentation of target groups, seeing that the demographic development in Europe has profoundly altered within the past years as well as the 'traditional C.V.' of the individual. This leads to the conclusion that target groups should rather be addressed according to their needs and attitudes rather than mere age. The results are based on a qualitative survey as well as on qualitative international trend research.

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