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Managing Markets and Customers Revised Edition by Elearn

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Positioning, branding and pricing

What makes them buy?

Key to the growth and development of most organisations is the positioning, pricing and branding strategy. As a manager it is useful to have a working knowledge of the fundamentals of this area, leading to an understanding of why customers, and in particular the decision-makers buy.

Some products and services are far more complex than others because of the perceived value or benefits associated with any given purchase. In certain cases, some products and services become elevated far beyond the basic core product, because they fulfil higher-level customer needs and therefore appeal ...

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