Marketing the premium product

John A. Quelch

doi:10.1016/0007-6813(87)90035-8

Marketing the premium product

John A. Quelch

Research output: Contribution to journal › Article › peer-review

45 Scopus citations

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	https://doi.org/10.1016/0007-6813(87)90035-8
State	Published - Jan 1 1987
Externally published	Yes

ASJC Scopus subject areas

Business and International Management
Marketing

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