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Research papers

Credit-institutions (financial services) and the over 50's

Forecasts and analyses indicate that the economic significance of the "over 50's" is growing. For German banks they are an important segment in retail banking: o their share of total population is increasing o the people over 50 hold on about 70% of...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Jochen Donaubauer
June 15, 1991

Research papers

Values and trends of the over 50's in Europe

The topic of this publication is the issue of the population over 50s as new social subjects, as consumers with greater spending power and more availability to spend than in the past. Among marketing people, this category has always been referred to...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Raimondo Boggia
Company: GPF Research
June 15, 1991

Research papers

A little chopping might save the trees

Direct marketing is increasing in popularity as a means of selling to the consumer and business customer, it is nevertheless one of the most wasteful and ineffective forms of marketing. Direct marketers talk glibly of 2% effective rates from a...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: David Pring
June 15, 1991

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

Research papers

The challenge of marketing magazines

To strengthen its advertising market position, VNU - the largest Dutch magazine publisher - has designed an innovative magazine marketing strategy based on the concept of state-of-mind. State of mind refers to a set of personality characteristics...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Hein G.M. Brinkhoff
June 15, 1991

Research papers

An introduction to Japanese marketing

The Japanese marketers are facing a variety of challenges: The Japanese consumers are demanding better quality, uniqueness, varieties and new features. They are changing their lifestyle and values. They have more income and more time to spend....

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Mayumi Otsubo
June 18, 1990

Research papers

The new rich

In a period of rapid and dynamic change in Japan, an understanding of Changing Values and Lifestyles provide strategic advantage to the today's marketer by providing an opportunity to observe emerging needs and desires among various psychographic...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Robert J. Wilk
June 15, 1990

Research papers

Japanese lifestyle, life models and applications to creative concepts

This paper attempts to describe changes in the Japanese lifestyle focusing on the idea of life images pursued by consumers and suggests a life image to develop creative concepts. The Japanese lifestyle has been strongly affected by the social and...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Hiroe Suzuki
Company: Dentsu Macromill Insight
June 15, 1990

Research papers

Keeping pace with the changing women's market around the world

The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Rena Bartos
June 15, 1990