Libri di Gianandrea Abbate - libri Comunicazioni Sociali Vita e Pensiero

Gianandrea Abbate

Gianandrea Abbate
autore
Vita e Pensiero
Amministratore Delegato, Lexis Psycholinguistics, Italia.
Condividi:

Libri dell'autore

Il consumatore: una visione worldwide
The worldwide consumer
digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2005 - 1. La comunicazione totale d'azienda nel contesto internazionale
Anno: 2005
Is the worldwide consumer global, glocal or local? It is really increasingly the inhabitant of a ‘global village’, ever more equal, standardized, serial? Certainly a process of standardization is now under way, but only for the so-called ‘advanced tercile’ of the population with characteristics, patterns of consumption and a transversal psychology which are international in outlook, and who finds fewer differences between Milan and London than between Milan and Palermo: s/he is open minded, a first adopter of new products, attracted by technology and with psychological qualities dominated by a sense of omnipotence. But, by contrast, there also exists another large percentage of the target that seeks the values of reassurance and integration into the group: these people do not want at all costs to be ahead of the pack; they prefer to be prudent and ‘followers’. And there still exists and persists also a solid percentage of so-called ‘resistants’, for whom rediscovering typical local products is a truly important motive. In short, the new market is and will increasingly become a ‘fusion’, a ‘melting pot’ of different trends, where a ‘local’ product, if it is outstanding, can also become ‘global’. An example? Ing Direct’s Orange Account.
€ 6,00
 

Ultimo fascicolo

Anno: 2021 - n. 2

Sommario »

Newsletter CS

* campi obbligatori
Academia.edu

Questo sito o gli strumenti terzi da questo utilizzati si avvalgono di cookie necessari al funzionamento ed utili alle finalità illustrate nella cookie policy.
Se vuoi saperne di più o negare il consenso a tutti o ad alcuni cookie, consulta la cookie policy.
Chiudendo questo avviso, navigando in questa pagina, cliccando su un link o proseguendo la navigazione in altra maniera, acconsenti all'uso dei cookie.

Acconsento