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Research papers

Individualisation and the need for marketing information management

In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Wil Wurtz
June 15, 1991
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Citation

Wurtz, W. (1991a, June 15). Individualisation and the need for marketing information management. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/individualisation-and-the-need-for-marketing-information-management


Research papers

The continued relevance of cultural diversity

With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Norbert Homma
Company: SINUS Markt- und Sozialforschung GmbH
June 15, 1991
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Citation

Homma, N. (1991a, June 15). The continued relevance of cultural diversity. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-continued-relevance-of-cultural-diversity