search query: @author Pittalwala, S. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Bhat, D. Pittalwala, S. |
| Title: | Transporting brand equity across price segments |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 97-101 |
| Index terms: | BRANDS PRICES MARKETING |
| Language: | eng |
| Abstract: | Many markets are segmented on the basis of price. New brands create new price segments and consumers do not necessarily restrict their purchases in a product field to one price segment. This represents a problem to manufacturers who naturally wish to protect their brands' consumer base but realise that it is usually too expensive to be represented in every price segment. The manufacturer is constantly walking on a tight rope balancing the opposing demands of synergy and distinctiveness. |
« previous | next »
SCIMA