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Volume 10, Issue 1
1 January 1976
European Journal of Marketing Cover Image for Volume 10, Issue 1
Research Article| January 01 1976

Product maturity and marketing strategy

R.S. Mason
R.S. Mason
University of Salford, Salford, UK
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1976
European Journal of Marketing (1976) 10 (1): 36–48.
https://doi.org/10.1108/EUM0000000005036

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: Marketing Strategy, Product lifecycle, Sales performance, Production planning, Production control, Production management
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© MCB UP Limited
1976
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