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 |
ASJC Scopus subject areas
- Business and International Management
- Marketing
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Cite this
Quelch, J. A. (1987). Marketing the premium product. Business Horizons, 30(3), 38-45. https://doi.org/10.1016/0007-6813(87)90035-8