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.
|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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