Abstract
The success of failure of most other elements of marketing strategy depends heavily on product policy. Product changes (except for minor product modifications) are also more likely to involve substantial change in other functional areas of the company (research, manufacturing, technical service, finance, and so forth) than changes in other elements of the marketing mix.
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© 1984 Merlin Stone and Hamish Macarthur
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Stone, M., Macarthur, H. (1984). Product Policy. In: How to Market Computers and Office Systems. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-07498-3_5
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DOI: https://doi.org/10.1007/978-1-349-07498-3_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-07500-3
Online ISBN: 978-1-349-07498-3
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