Product Policy

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 5 in How to Market Computers and Information Technology, 1994, pp 75-95 from Palgrave Macmillan

Abstract: Abstract The success or 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.

Keywords: Cash Flow; Product Development; Product Policy; Marketing Effort; Marketing Resource (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-13402-1_5

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