August 2025
Intermediate to advanced
264 pages
7h 13m
English
Content preview from Marketing Effectiveness
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04 Product and pricing effectiveness
The balance of product and pricing
Now that we’ve covered the fundamentals of a marketing strategy in the previous chapter, it’s time to unpack the effectiveness of product and pricing. These are the first of the four marketing Ps (product, price, place and promotion) that need careful attention because they establish the foundation for how a brand can create mental and physical availability and ultimately determine its success.
Starting with definitions is always wise. A product serves as a physical embodiment of the brand you offer. It includes everything from the essential physical ingredients to design and packaging, delivering a complete brand experience to customers. For non-physical brands and services, ...
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