haku: @author Levitt, T. / yhteensä: 13
viite: 5 / 13
| Tekijä: | Levitt, T. |
| Otsikko: | The case of the migrating markets. A Harvard Business Review case-study (Krisenmanagement) |
| Lehti: | Harvard Business Review
1990 : JUL-AUG, VOL. 13C - 68:4, p. 12-14, 18, 22-24 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The numbers still look good, but profits are being sustained by price increases and gradual growth in the population at large. Indeed, demographic trends are moving against the company. Young people are not buying, nor are they impressed by the company's prestige. Older customers are the core market, but they expect the brand to stay as it is. What to do? The conundrum is to expand products lines in a way that appeals to younger people without jeopardizing brand identity and customer loyalty. But how? |
SCIMA