Abstract
In marketing the term commodity is synonymous with primary products and raw materials. A commodity undergoes minor processing before being sold or traded in the marketplace. A commodity can either be a primary product that is used in the manufacture of processed products, such as oil, which is used to make plastic, or it can be sold as a sourced product, such as drinking water, which is packaged and marketed in bottles.
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Notes
M.W. Lawless, ‘Commodity Bundling for Competitive Advantage: Strategic Implications’, Journal of Management Studies (1991), vol. 28, pp. 267–80.
V. K. Rangan and G.T. Bowman, ‘Beating the Commodity Magnet’, Industrial Marketing Management (1992), vol. 21, pp. 215–24.
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© 1998 Joe Pope, David Cullwick and Jo Kennelly
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Pope, J., Cullwick, D., Kennelly, J. (1998). Commodity Branding. In: Hart, S., Murphy, J. (eds) Brands. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26070-6_16
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DOI: https://doi.org/10.1007/978-1-349-26070-6_16
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-65909-0
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