Product Policy

Bernd W. Wirtz
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Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 23 in Multichannel Marketing, 2024, pp 489-509 from Springer

Abstract: Abstract Chapter 23 deals with product policy. First, the basics of product policy are explained using the product concept and the responsibilities of product policy. Product policy in vertical marketing is then considered. This includes, in particular, product development and the management of the product life cycle. Finally, product policy within multichannel marketing is examined.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_23

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DOI: 10.1007/978-3-658-44675-8_23

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