• Merlin Stone


Product line change — the process by which a firm alters the range of products or services1 which it sells — is one of the most important kinds of business activity. A firm’s product range is one of the key determinants of its profitability and sales. Changes in the product line can produce major changes in a firm’s fortunes, while all other elements of the firm’s marketing strategy depend crucially for their success on the characteristics of products sold by the firm. Product strategy therefore has a claim to be one of the most fundamental elements of marketing strategy.


Product Planning Product Strategy Promotional Policy Marketing Planning Domestic Appliance 
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  1. 3.
    For such an approach see E. A. Pessemier, New Product Decisions: an analytical approach (New York, 1966).Google Scholar

Copyright information

© Merlin Stone 1976

Authors and Affiliations

  • Merlin Stone
    • 1
  1. 1.School of Economics and PoliticsKingston PolytechnicUK

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