haku: @author Dubois, B. / yhteensä: 15
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| Tekijä: | Dubois, B. Duguesne, P. |
| Otsikko: | Polarization maps: a new approach to identifying and assessing competitive position - the case of luxury brands |
| Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 115-123 |
| Asiasana: | BRANDS COMPETITIVENESS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The identification and assessment of the competitive forces shaping a given market is a vital aspect of all strategic planning. A proper evaluation of competitive position is a condition of survival, but how can one assess luxury products when even the definition of what is or is not a luxury brand in a given product category is by no means always obvious. The brand awareness map shows who is capable of entering into competition. The map of purchases defines the competition of today and the dream map may well reveal that of tomorrow. |
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