Managing Portfolios of Products

  • David W. StewartEmail author
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)


Most businesses offer more than one product or service. The offering of multi-product portfolios creates unique issues for the analysis of the financial performance of marketing because there may be positive or negative synergies across products. As a result marketing activities and expenditures for one product may influence outcomes for other products. This chapter explores the issues associated with evaluating marketing performance in a multi-product context.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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