Abstract
From gourmet ice cream to luxury imported cars, increasing attention is being paid to the development and marketing of premium products targeted at the upper end of the price performance pyramid. However, despite the current wave of enthusiasm, marketers should not conclude that launching premium products is a sure way to improve profit margins.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 38-45 |
| Number of pages | 8 |
| Journal | Business Horizons |
| Volume | 30 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jan 1 1987 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Business and International Management
- Marketing
Cite this
Marketing the premium product. / Quelch, John.
In: Business Horizons, Vol. 30, No. 3, 01.01.1987, p. 38-45.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Marketing the premium product
AU - Quelch, John
PY - 1987/1/1
Y1 - 1987/1/1
N2 - From gourmet ice cream to luxury imported cars, increasing attention is being paid to the development and marketing of premium products targeted at the upper end of the price performance pyramid. However, despite the current wave of enthusiasm, marketers should not conclude that launching premium products is a sure way to improve profit margins.
AB - From gourmet ice cream to luxury imported cars, increasing attention is being paid to the development and marketing of premium products targeted at the upper end of the price performance pyramid. However, despite the current wave of enthusiasm, marketers should not conclude that launching premium products is a sure way to improve profit margins.
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U2 - 10.1016/0007-6813(87)90035-8
DO - 10.1016/0007-6813(87)90035-8
M3 - Article
AN - SCOPUS:38249033286
VL - 30
SP - 38
EP - 45
JO - Business Horizons
JF - Business Horizons
SN - 0007-6813
IS - 3
ER -