Abstract
In marketing, product refers to the totality of the offering — and this usually includes services offered by the contractor in support of the physical product. A comprehensive definition is given by Philip Kotler as follows: ‘A product is anything that can be offered to a market for attention, attraction, acquisition, use or consumption.’ (Kotler, 1993).
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© 1998 Richard Pettinger and Rebecca Frith
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Pettinger, R. (1998). Product. In: Construction Marketing. Macmillan Building and Surveying Series. Palgrave, London. https://doi.org/10.1007/978-1-349-14458-7_5
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DOI: https://doi.org/10.1007/978-1-349-14458-7_5
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-69278-3
Online ISBN: 978-1-349-14458-7
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