... services mix and quality, and price (see Figure 12.1). In this chapter, we examine product; in Chapter 13, services; and in Chapter 14, prices. All three elements must be meshed into a competitively ... Dictionary of Marketing Terms (Chicago: American Marketing Association, 1995). Also see Patrick E. Murphy and Ben M. Enis, "Classifying Products Strategically," Journal of Marketing ... Corcoran, "The E Gang," Forbes, July 24, 2000, p. 145 . 12. Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brand, Identity, and Image (New York: The...