Principles of Marketing, 17/e

8 Products, Services, and Brands Building Customer Value

Previewing the Concepts

After examining customer value–driven marketing strategy, we now take a deeperlook at the marketing mix: the tactical tools that marketers use to implement their strategies, engage customers, and deliver superior customer value. In this and the next chapter, wewill study how companies develop and manage products, services, and brands. Then, in the chapters that follow, we look at pricing, distribution, and marketing communication tools. The product and brand are usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple.

To dig a little deeper into the question ...