PT  - JOURNAL ARTICLE
AU  - Gelb, Betsy D.
TI  - Gaining ‘Bonus Customers’ by Stretching the Market
AID  - 10.2501/JAR-41-5-73-77
DP  - 2001 Sep 01
TA  - Journal of Advertising Research
PG  - 73--77
VI  - 41
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/41/5/73.short
4100  - http://www.journalofadvertisingresearch.com/content/41/5/73.full
SO  - J Advert Res2001 Sep 01; 41
AB  - A brand that leads its product category in market share may profit from marketing only to its core segment if the product category is popular enough to become a ‘social necessity’ to others outside that core segment. Likewise, a scarce and talked-about brand, model, or entertainment vehicle may be a ‘social necessity’ even if not a category leader. If so, it may, in parallel fashion, be profitable to market only to the core segment, because others outside of that segment will purchase despite the fact that the ‘hot brand’ is neither designed for, nor advertised to, them.