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Book Chapter

Product and Brand Strategy

  • Rajagopal
Springer International Publishing, (2019), 151-188
DOI: 10.1007/978-3-030-11911-9_6
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Abstract

Concepts and arguments are woven around discussion on the product and brand strategies in this chapter. The product strategies haves been addressed in this chapter deliberating on product-mix, product lifecycle, and product planning and consumer relations. The...

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APA

Rajagopal. (2019). Product and Brand Strategy. In Contemporary Marketing Strategy (pp. 151–188). Springer International Publishing. https://doi.org/10.1007/978-3-030-11911-9_6

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