Chapter setting product strategy 389 product characteristics and classifications 389 product levels. Marketing management 15 global edition philip kotler northwestern university kevin lane keller dartmouth college. Product strategy is a set of choices aimed to achieve your business objectives. Gst 4th edition global strategic trends out to 2040. Learn what that means, and why you should be the guardian of strategy.
Global products are those products that are marketed internationally under the same brand name, features and specifications across countries. Global product strategies 254 global communication strategies 257. Hence, use our product strategy templates to achieve your objectives. Product strategies are also the road map of any product strategy template. Global product definition, importance, advantages, example. Today our focus is shifting to models that we develop and manufacture especially. Marketing management 15 global edition philip kotler kevin.