From Gizmo Geeks to Toy Freaks - This paper explores the use of cultural differences to help segmentation at a socio-cultural level rather than only at a demographic or psychographic level. It uses Geert Hofstede's cultural dimensions to understand consumers' mind-sets and attitudes towards technology. This could help marketers communicate and position their products to appeal to a wide variety of ...
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Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 1, p. 22-30
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