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This paper shows how a radically new approach to life style research can lead us to more effective and persuasive mass communications, and how to detect what kind of new publications will be viable and of high vitality.
The main topic of this paper is the analysis of new needs for information about customers in the context of international marketing in the 1980's and, especially, in the 1990's. Bernard Cathelat, initiator of life style studies since 1970 and his...
Since 1972, the Center of Advanced Communications of Havas Conseil France has been leading theoretical and experimental researches on life style factors whose influence can be noticed on the evolution of our society, our motivations and our...