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Products and Product Policy

  • Derek Waterworth
Chapter
Part of the Macmillan Small Business Series book series

Abstract

Following the general discussion of the company’s marketing mix, we shall now look in detail in this and the next two chapters at three of what were called the ‘four Ps’. The first is the product and we shall look at it in two ways. The first will be concerned with the strategic positioning of the company of which the most important aspect is the ‘product—market’ definition. Then we shall look at the individual product as a key aspect of the marketing mix.

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Further Reading

  1. B. Weltz and R. Wensley, Strategic Marketing (Kent Publishing Co., 1984).Google Scholar
  2. An older book but a very good one, particularly with reference to new product introduction, is:Google Scholar
  3. Edgar E. Pessemier, Product Management (Wiley, 1977).Google Scholar

Copyright information

© Derek Waterworth 1987

Authors and Affiliations

  • Derek Waterworth

There are no affiliations available

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