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 consumers 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...