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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

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
November 1, 1996

Research papers

Segmenting by lifestyle in low income markets

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing countries, particularly Latin American countries.Market...

Catalogue: Latin America 2005
Author: Ronaldo Arellano Cueva
October 23, 2005


The next normal

Research shapes our brands, inspires our content and helps us communicate with audiences. VIMN therefore embarked on an unprecedented analysis of the similarities and differences among millennials around the world. It doesn’t get...

Catalogue: Congress 2013: Think Big
Authors: Christian Kurz, Carlos Garcia, Jo McIlvenna
June 15, 2013

Research papers

Old is gold: But who is old?

The paper is divided in two parts. The first part discusses the demographic, economic and cultural aspects that stand behind the growing importance of elderly people as consumers of goods and services. Elderly people are not a homogeneous lot. The...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gabriele Morello
June 15, 1989

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

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

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Mariko Yasue, Gu Xiang Wen
Company: Dentsu Macromill Insight
June 15, 1998


Research World (January 2000)

For the first time ESOMAR is holding a Conference on Ethnic Marketing. Delegates will examine the rich dynamic cultural heritage with ethnic communities bring to society as whole, resulting in cultural behaviour which is absorbed, and which...

Catalogue: Research World 2000
Author: ESOMAR B.V.
January 1, 2000