After having been launched, a product should enjoy a long and happy life. But each product has a product life cycle (PLC) – the product’s life is not infinite. In…
Branding consists of a set of complex branding decisions. Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development.
Definition of Services and Characteristics of Services: What is a Service – And what makes it so special?
What is a service? While this is a simple question, it is more complex than you might think. Is it the coffee you get served in your favorite coffee bar?…
Next to product line decisions, product mix decisions are a key requirement to set up a firm’s range of products and services for success. Product mix decisions arise as soon…