Premiumisation strategy as a way to grow
Graham, C, Nenycz-Thiel, M, Dawes, J and McColl, B (2019). Premiumisation strategy as a way to grow. Admap Magazine.
|Authors||Graham, C, Nenycz-Thiel, M, Dawes, J and McColl, B|
Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
We cannot share this article openly for copyright reasons. © WARC 2019 all rights reserved.
|Keywords||Premiumisation; Category Growth; Price Elasticity; Price Promotion; Champagne|
|Web address (URL)||https://www.warc.com/content/article/Premiumisation_strategy_as_a_way_to_grow/126966|
|02 Jul 2019|
|Publication process dates|
|Deposited||16 Jul 2019|
|Accepted||30 Jun 2019|
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