Targeting European teenagers

Reports a large-scale study among teenagers across Europe (Euroquest, 1997). Segmentation analysis produced six clusters (teenage types) which occur in all four countries studied (Germany, UK, Italy, France).

Targeting European teenagers

Rosemary Ford, BMRB International, and Adam Phillips, Euroquest, examine the realities of internationalisation of teenage markets in Europe

Rosemary Ford and Adam Phillips

The internationalisation of products and media is becoming a reality. The impact of globalisation on the media has meant that not only are the same movies and television programmes available simultaneously in many countries, but more and more people are able to receive international media brands, like CNN or MTV, delivered by satellite or cable. They can also buy international publications which are produced in different languages (like Reader's Digest,...

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