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Products are grouped and managed by strategic business unit categories. These are defined by how consumers view goods rather than by how they look to the seller, eg, confectionery could be part of either a food or gifts category, and marketed depending on the category into which it’s grouped.
See also:
Brand
American Medical Association (AMA), Global brand, Advertising, Conjoint analysis, Knowledge management, Cause-related marketing , Equivalent advertising value (EAV), Boston matrix, Product class, Channel marketing, Opportunity cost, Four Ms, Product attributes, Strategic business unit (SBU), Brand value,
The Fishawack Group of Companies is one of the largest independent medical communications and medical marketing specialists, with teams in...