Products and Product Policy
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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