Table of Contents
Chapter 9 Product Concepts
‘Product’ Essentials
The Goods/Services Continuum
What is a Product?
Types of Consumer Products
Types of Consumer Products
PPT Slide
Product Items, Lines, and Mixes
Gillette’s Product Lines and Mix
Product Line Extension
Branding
Master Brands
Branding Strategies
Individual Brands Versus Family Brands
Cobranding
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Author: Jim Harvey
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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