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BMW: La máquina de conducción definitiva intenta perder su imagen de «Yuppie»
Greyser, Stephen A.; Schille, WendyCase HBS-515S22MarketingSeguimiento de los cambios en el mercado de automóviles de lujo durante la década de 1980 y principios de 1990. Los cambios en el comportamiento del consumidor objetivo - particularmente el estilo de vida yuppie - sirven como base para las modificaciones fabricante de la línea de productos, posicionamiento y publicidad. El punto culminante de la caja es el esfuerzo abierto 1991 por BMW a "des-yuppify" en sí mismo en la mente del mercado objetivo....Starting at €8.20
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Customer Has Escaped (Spanish version)
Nunes, Paul F.; Cespedes, Frank V.Article HBS-R0311GMarketingEvery company makes choices about the channels it will use to go to market. For instance, traditionally, customer demographics guided the decision to sell through a discount superstore or a pricey boutique. It was a fair assumption that certain customer types were held captive by certain channels. The problem, the authors say, is that today's customers have become unfettered. As their channel options have proliferated, they've come to recognize t...Starting at €8.20