O'Reilly logo

Implementing E-Learning by Lance Dublin, Jay Cross

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Marketing Concepts
Augmented product:

What you get by adding services to a basic product, for example, industrial chemicals. One tank car of a given chemical contains exactly the same material as the next. A wise supplier included value-added services such as favorable leasing terms, precise delivery dates, and online order entry. This “augmented” product was clearly superior to the competition’s.

Brand:

A product’s reputation, deserved or not. Branding turns commodities into premium products.

Brand equity:

The value of a brand, a function of customer loyalty, reputation, and reach.

Brand identity:

What your brand aspires to be.

Brand image:

What consumers think of your brand.

Buzz:

Term of art from Rosen’s The Anatomy of Buzz. The sum of all ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required