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Gender Marketing Encounters: Karine Lienhard


Pernod/TAC (The ABSOLUT Company) Interview
With Karine Lienhard, Regional Director, South & West Europe Brand Development – Pernod/The ABSOLUT Company

Karine Lienhard, Regional Director, South & West Europe Brand Development – Pernod/The ABSOLUT Company

3rd February 2012

Agence L / Womenology
Do you see any differences in female purchasing or consumption behaviour in the markets that you’re responsible for?

Karine Lienhard
I manage a dozen markets in Europe and yes we see differences from one market to another.
In the United Kingdom, for example, women’s purchasing behavior is very compulsive, driven by brands’ promotional strategies and innovation.