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Introduction

  • Merlin Stone

Abstract

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.

Keywords

Product Planning Product Strategy Promotional Policy Marketing Planning Domestic Appliance 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  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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