Product Strategy

Abstract

In marketing textbooks the term product strategy is widely used to refer to that strategy developed by an organisation to determine the mix of products it wishes to make available in the market-place. This is not the sense in which the term is used here. In our context the term is used to define the strategy employed in the marketing of one particular product, without necessarily any reference to other products within the product mix of the organisation. As used here, product strategy refers to the organisation’s fundamental marketing premises on which past and present policies have been based for that particular product.