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Research papers

The implementation of L-O-V in Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Susana Arreaza, James Baskin, Gilbert Bergna, Orlando Riebman
Company: StatMark Group, S.A.
June 15, 1997

Research papers

Ya Sheikh, let me sell you a camel

The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Dipen Mehta, Daksha Desai
October 28, 2001

Research papers

Meeting the emotional needs of healthcare consumers

Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address reader’s values, needs and ‘ideology’ (or outlook on their job and...

Catalogue: Global Healthcare 2006
Author: Alan Branthwaite
February 6, 2006

Research papers

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 papers

Applications of motivation research in technology markets

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.While purchase decisions for high-end business products are typically team decisions, and the dynamics of the...

Catalogue: Qualitative 2005
Authors: Bernadette DeLamar, Carol K. Galvin, Stacey Novack, Steven Halling
Company: IBM Corporation
November 13, 2005

Research papers

What do women want?

The countries of Central Eastern Europe are evolving very fast: how different are they from each other and from the West? Are differences culturally rooted, or driven by specific national circumstances? This paper discusses some data from a recent...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: Carla Millar, Christine Restall
June 15, 1993