Subject Index
 

In this article, James Murdoch, of News Corp and BSkyB, argues that marketers are operating in a fragmented media world on the one hand, and in increasingly interconnected societies on the other. In ...

This article considers current cultural trends, and argues that the world needs creativity and imagination if humans are to survive. In recent years technology has outrun our ability to adapt, forcing ...

Content explosion. Multi-tasking. Spoilt for choice. These are the sorts of terms that sum up life for young people today. This paper seeks to gain a more detailed insight into the lives of this age g ...

The paper provides an insight into the lives of working professionals in the cities of Shanghai and Mumbai. This group is at the heart of the social and economic changes taking place in India and Chin ...

One of the features that have marked the boom in Asian markets over the last few years is the exponential growth of technology - particularly the mobile telecommunications market. This paper aims to a ...

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions ...

This article describes research by Synovate in China into consumer attitudes and behaviour, and compares the country with the US and UK. The research is drawn from Tier 1 in the affluent urban populat ...

The Chinese market has been acknowledged as one of the key emerging leisure markets in the world. This paper provides an overview of the China outbound travel market, and combines the findings from la ...

In the wake of the 2006 World Cup, this paper looks at how passionate consumers around the world are about football, and which mediums they use to keep up with the game. There was a variation between ...

In this paper, TGI analyse how concerned consumers in 11 national markets are with looking young. There is considerable variation between parts of the world, with Italians and Brazilians attaching the ...

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier. The paper seeks to demystify Chi ...

This paper briefly introduces the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Tu ...

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segm ...

This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products. Children across the region have certain common char ...

In this paper, the authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex mark ...

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication ...

The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cu ...

John Grant, author of The New Marketing manifesto and After Image, provides ten clues to trends for the future and asks whether we can look forward to a more caring and sharing society, or even, marke ...

Mark Earls, Ogilvy executive planning director, argues that human behaviour is better understood by thinking of consumers as herd animals (rather than individual decision makers). He then goes on to ...

Examines the meaning of the term `cool’, and argues that it describes how cultures change, interact and coalesce, and that marketers need to understand it.

The aim of this paper is to understand the behaviour unleashed by the consumer crisis, the adaption of trade, the opportunities that the different formats and brands have as well as the threats to the ...

Welcome to fad society. Charter licensing is an extremely powerful tool but popular characters tend to have limited shelf lives. How can characters be used to build you r brand in the longer term?

The article is adopted from Jean-Noel Kapferer's book entitled 'Reinventing the Brand' He argues that brands are paradoxical - on the one hand they must be they must be consistent and on the other mu ...

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and ...

The paper presents the process of evolution of the segment of young consumers in the Polish market in the 1990s. It also describes the independent appearance of young consumers in the market for the f ...

Describes the use of qualitative research to help detect trends in consumer behaviour and attitudes. The Playboy Mantrack Research (investigating attitudes of men in different age groups) serves as a ...

This paper pictures the first generation of young global consumers in Brazil and the common traits they present with their counterparts in other countries, sharing the same basic set of values and bei ...

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996, the Polo Jeans ...

In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and beha ...

The paper looks at the importance of a strategic approach to understanding markets, and the constant relevance of youth culture as an indicator of the long term development and impact of trends, not j ...