... that might consider expansion via the adoption of a multi‐brand strategy. Sports Brand management Age groups Marketing strategy An executive summary for managers and executive readers can be found at the end of this article. The rise in consumer and corporate interest in action...

... of the baby busters generation. These findings suggest that the current practice of dual‐gender positioning by discount stores may be less effective than the more traditional female‐oriented approach. © MCB UP Limited 1997 Age groups Consumer attitudes Demographics Gender A key marketing...