Some companies produce products which are related, rather than one individual product to increase their importance in the market. The marketers in those companies could be perceived as creative marketers. To take one product and then share it's qualities is pretty much the thinking of a genius, if I should say so. This type of marketing has the customers on edge, always looking for the next new thing in the product line. And then this is a way to keep the life cycle of the product in the market a bit longer. Examples of those are IPods, Sidekicks and Sneakers.
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