Product maturity and marketing strategy
R.S. Mason
(University of Salford, Salford, UK)
1369
Abstract
Suggests that frequent review of product sales performance is essential to the planning and control process. Investigates those products which have reached maturity or saturation stage of their product life cycle and reviews these in order to decide on their future product strategy. Evaluates the policy options available to management.
Keywords
Citation
Mason, R.S. (1976), "Product maturity and marketing strategy", European Journal of Marketing, Vol. 10 No. 1, pp. 36-48. https://doi.org/10.1108/EUM0000000005036
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited