Marketing the premium product

Research output: Contribution to journalArticle

39 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 languageEnglish (US)
Pages (from-to)38-45
Number of pages8
JournalBusiness Horizons
Volume30
Issue number3
DOIs
StatePublished - Jan 1 1987
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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