Product and Placement

Marketing 2026 Book chapter Open access

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Authors: Karl Moore, Niketh Pareek, Marie Parent, Misako Furuya
DOI: 10.4324/9781003656029-5
Cited by: 0

Abstract

This chapter explores the first two elements of the 5Ps marketing mix: product and placement. The reader will learn about the customer value hierarchy, the elements of the product mix, performance indicators and product strategies. Part B of the chapter looks at placement, discussing elements such as value networks, channel levels, types, and conflicts, distribution strategies, and online placement.

Fields of Study & Subjects

Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Publication details

Journal / source
Marketing
Pages
83–109
Publication date
16 January 2026
Language
EN
Document type
Book chapter