Marketing Research: Products and Brands Custom Essay

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This module introduces you to product management, positioning, and branding: the use of product characteristics to differentiate your product from competitive products and how buyers choose among competitive products.

Required Readings
The following readings relate to product management strategy

Product decisions (n.d.). KnowThis. Accessed 5/5/12 at

This series of web pages explains that product decisions over which firms have control are forces that determine the financial health of a product or company

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