Lowdown on the high end Moving your brand upmarket requires managers to immerse themselves in the customer's environment

Authors :: Dawson, Charlie
Source :: The Financial Times. Sept 7, 2004, 6
Publication Year :: 2004
Abstract: Moving upmarket is an appealing idea, yet most attempts to do so are failures - Inscape at Abbey National, the Autograph collection at Marks and Spencer, The Mirror doing serious [...]

Subjects :: Brand name products
Company marketing practices
Banking, finance and accounting industries
Business
Business, international

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