We all know that middle-class consumers are the latest luxury shoppers.
This doesn’t mean, though, that they’re not interested in a good bargain. In this lively new book, Michael Silverstein, coauthor of Trading Up, and his colleague John Butman take a look at the growing appetite of middle-class consumers for cut-price ...
Archive for December, 2008
Written by on December 25th, 2008
Written by on December 19th, 2008
It’s well known that low-skilled Chinese labor is abundant. Over the past two
decades, some 140 million low-skilled workers have either moved off the payrolls of state-owned enterprises into the private sector or migrated out of
rural areas into the cities to seek their fortunes. What’s less well known is that the ...
Written by on December 10th, 2008
Marketers assume that the more choices they offer, the more likely customers will be able to find just the right thing. They assume, for instance, that offering 50 styles of jeans instead of two increases the chances that shoppers will find a pair they really like. Nevertheless, research now shows ...
Written by on December 5th, 2008
Strategic thinking represents a new perspective in the area of marketing. In this section we will examine the importance, characteristics, origin, and future of strategic marketing.
Marketing plays a vital role in the strategic management process of a firm. The experience of companies well versed in strategic planning indicates that failure ...
Written by on December 1st, 2008
Strategy specifies direction. Its intent is to influence the behavior of competitors and the evolution of the market to the advantage of the strategist. It seeks to change the competitive environment. Thus, a strategy statement includes a description of the new competitive equilibrium to be created, the cause-and-effect relationships that ...