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Product Characteristics and Marketing Strategy
Gordon E. Miracle
Journal of Marketing
Vol. 29, No. 1 (Jan., 1965), pp. 18-24
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248775
Page Count: 7
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There is real need for increasingly rigorous generalizations and analytical models of the behavior of the elements in any given marketing system. The model presented here provides a means of predicting, or justifying, a marketing mix for a product with given characteristics.
Journal of Marketing © 1965 American Marketing Association