Pick a branded offering such as Southwest Airlines. Come up with 20 products or services that are

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Pick a branded offering such as Southwest Airlines. Come up with 20 products or services that are alternative extension options. Include some that would be a stretch. Then evaluate each using the three criteria provided in the chapter.

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Strategic Market Management

ISBN: 9781119441434

11th Edition

Authors: David A. Aaker, Christine Moorman

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