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Chapter 2 Business Products and Services

DOI: 10.23912/978-1-906884-54-3-1738

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



This chapter considers the various issues associated with managing products and services in business markets. Business products can be classified according to the degree of standardisation and customisation that the organisation decides to offer. It is important to establish this view before considering how organisations might develop strategies to manage their product/service offerings, both established and new. Attention is given to the product life cycle before examining issues concerning the new product and new service development processes. This section concludes with a consideration of the technology adoption life cycle, appropriate in high technology markets.

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  • Chris Fill (Author)
  • Scot McKee (Author)

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  • Chris Fill (Author)
  • Scot McKee (Author)

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Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 2 Business Products and Services" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1738


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