Profiling consumer values

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 3 in Moment of Truth, 2006, pp 29-58 from Palgrave Macmillan

Abstract: Abstract Dr Karl Bergmann is a 47-year-old lawyer who works for an internationally renowned law firm. He and his family live in Grünwald, one of Munich’s most coveted suburbs. As a lawyer, he is well established in his field and regularly publishes commentaries in a German judicial magazine. Karl Bergmann has strong principles and values and leads a goaloriented life. He always carefully plans his days and does not like any deviations from his detailed agenda.

Keywords: Contour Line; Strategy Consultant; Brand Management; Brand Preference; Brand Strategy (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_3

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DOI: 10.1057/9780230203884_3

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