Sökning: "Nicolas Lahache"

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  1. 1. The Complexities of Lifestyle Brand Segmentation - A Study of the Lifestyle Brand Converse

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Louise Ahlander; Nicolas Lahache; [2006]
    Nyckelord :Segmentation; Lifestyle brand; Semiotics; Meaning; Neo-Tribe; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : This master thesis takes its point of departure in the conflicting worldviews of modernism and post-modernism. As traditional segmentation theory springs from the modernist worldview, this study aims to contribute to the understanding of the complexity regarding market segmentation for lifestyle brands in contemporary society, where the consumer is often claimed to be post-modern. LÄS MER