Published January 28th, 2003 by Jim O'Halloran
“Core product” vs “Whole Product”
The Guardian introduces the concept of the “Whole Product”.
In marketing terms, “the core product” - such as a car, a computer, or a video recorder - is just the start. You have to add on all the things like reliability, service and support (the expected product), its expansion capabilities (the augmented product), and its potential for future development (the potential product) to get “the whole product”.
Its an interesting spin on why the technically superior product doesn’t always “win”. Definately worth a read.