Introduction

Merlin Stone
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Merlin Stone: Kingston Polytechnic

Chapter 1 in Product Planning, 1976, pp 1-5 from Palgrave Macmillan

Abstract: 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 (search for similar items in EconPapers)
Date: 1976
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DOI: 10.1007/978-1-349-02250-2_1

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