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| Tekijä: | Anschuetz, N. |
| Otsikko: | Profiting from the "80-20 Rule of Thumb" |
| Lehti: | Journal of Advertising Research
1997 : NOV/DEC, VOL. 37:6, p. 51-56 |
| Asiasana: | CONSUMER BEHAVIOUR BRANDS PROFITABILITY |
| Kieli: | eng |
| Tiivistelmä: | The "80-20" rule describes buyer concentration and it is a predictable feature of consumer behaviour for established brands. Within any given marketing budget, total brand profitability will increase as brand popularity increases because of the revenue leverage that results from greater brand popularity coupled with lowered production costs from higher volumes and greater marketing efficiencies. |
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