haku: @indexterm STANDARD OF LIVING / yhteensä: 93
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| Tekijä: | Alleres, D. |
| Otsikko: | Specificites et strategies marketing des different univers du luxe = Distinctive features and marketing strategies of different categories of luxury goods |
| Lehti: | Revue Francaise du Marketing
1991 : NO.132-133, p.71-95 |
| Asiasana: | MARKETING STRATEGY MARKETING MIX BRANDS CONSUMERS STANDARD OF LIVING QUALITY |
| Kieli: | fre |
| Tiivistelmä: | Among the different fields of activity in which the marketing methodology progressively advances, there is one, ancient and original, which gives rise to special questions for strategists: what are the necessary conditions for marketing of products and brands "de luxe"? Three hierarchical categories of luxury goods are described and analyzed: accessible, inaccessible, and intermediate. Arguments are presented that each category demands a unique marketing strategy. Inaccessible goods require intuitive marketing strategy: accessible goods demand a scientific approach; intermediate goods need an elaborate strategy based on an analysis of information both about consumers and distribution policies are offered. |
SCIMA