Marketing to men in the Millennium

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes.

Marketing to Men in the Millennium.

Panos AssiotisResearch International Hellas, Greece andDavid Jones United Distillers & Vintners, United Kingdom

INTRODUCTION

The Issue of Foreseeing

The broad issue of researching the future in relation to consumer market research has been amply discussed. How can market research help identify and understand the emergence of trends and changes in consumer’s attitudes, identities and values?

Trends are associated with the general tendency or prevailing behaviour which can be found in every aspect of life. Implicit in this definition is a sense of movement and change.

In an era when...

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