Marketing activity to expand or alter the potential market of a product by attempting to change the way the product or brand is thought of by the customer.
See also:
Market penetration strategy
Market positioning
Customer service programme
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Repositioning
Related terms
Market challenger, Disease mongering, Ansoff Matrix, List price, Learning curve, Key success factor (KSF), Open observation, Opportunities to see (OTS), Subscriber list, Cost-effectiveness analysis (health economics), Boilerplate, Standard treatment, Objectives, Concordance programme, Internal analysis,