To read this content please select one of the options below:

(excl. tax) 30 days to view and download

Product maturity and marketing strategy

R.S. Mason

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 1976

1375

Abstract

Suggests that frequent review of product sales performance is essential to the planning and control process. Investigates those products which have reached maturity or saturation stage of their product life cycle and reviews these in order to decide on their future product strategy. Evaluates the policy options available to management.

Keywords

Citation

Mason, R.S. (1976), "Product maturity and marketing strategy", European Journal of Marketing, Vol. 10 No. 1, pp. 36-48. https://doi.org/10.1108/EUM0000000005036

Publisher

:

MCB UP Ltd

Copyright © 1976, MCB UP Limited

Related articles