haku: @author Dubois, B. / yhteensä: 15
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| Tekijä: | Dubois, B. Duquesne, P. |
| Otsikko: | Polarization maps: a new approach to identifying and assessing competitive position. The case of luxury brands (Kaufverhalten) |
| Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21:2, p. 115-123 |
| Asiasana: | |
| Vapaa asiasana: | WARENMARKE, MARKTFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | The identification and assessment of the competitive forces shaping a given market is a vital aspect of 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 a luxury brand is by no means always obvious. The authors develop a model for identifying and understanding competition on the basis of the most significant phase of the consumer/brand relationship, that of purchase. |
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