An exploratory study of a direct marketing concept: the "Huppies Club".

Description

by Connie S.K. Leung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [93]-[98] / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1. --- Some Observations on Direct Marketing in Hong Kong / Chapter 2. --- The New Generation - Hong Kong Yuppies / Chapter 3. --- Overview of the Huppies Club Concept / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.14 / Chapter 1. --- What is Direct Marketing? / Chapter 2. --- Direct Marketing Versus Geneial Marketing / Chapter 3. --- Merits of Direct Marketing / Chapter 4. --- Why does Direct Marketing Grow? / Chapter 5. --- Prime Prospects of Direct Marketing / Chapter 6. --- Key to Direct Marketing Success / Chapter 7. --- Direct Mail in Hong Kong / Chapter 8. --- Definition of Yuppies / Chapter 9. --- Yuppies' Demographic Characteristics / Chapter 10. --- Yuppies' Psychographics / Chapter 11. --- Yuppies' Lifestyle / Chapter 12. --- Yuppies and Direct Marketing / Chapter 13. --- Huppies: Hong Kong Yuppies / Chapter CHAPTER 3 --- RESEARCH OBJECTIVES --- p.49 / Chapter CHAPTER 4 --- METHODOLOGY --- p.50 / Chapter CHAPTER 5 --- KEY FINDINGS --- p.51 / Chapter 1. --- Huppies' Lifestyle / Chapter 2. --- Experience With Direct Mail / Chapter 3. --- Club Membership / Chapter 4. --- The Huppies Club Concept / Chapter CHAPTER 6 --- CONCLUSIONS AND RECOMMENDATIONS --- p.71

Links & Downloads

1. cuhk:318541
2. http://library.cuhk.edu.hk/record=b5886367
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-318541

Tags

Direct marketing

Direct marketing--China--Hong Kong

Direct selling

Direct selling--China--Hong Kong

Consumers--Attitudes

Consumers--China--Hong Kong--Attitudes

Professional employees--Attitudes

Young adults--Attitudes

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318541
Date	January 1990
Contributors	Leung, Connie S. K., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, 79, [19] leaves : ill. ; 30 cm.
Coverage	China, Hong Kong, China, Hong Kong, China, Hong Kong, China, Hong Kong, China, Hong Kong
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)