... to fuel future profitable growth and build long‐term investments. The second part of this attitude is measuring the performance of the new products portfolio over a five‐year period. Unless we are dealing with a fad product, like a new type of bubble gum, new products usually take several years...

... of superior profitability. Attempts to verify Shanklin′s findings, but analysis of the data in this study does not support Shanklin; it suggests that the relationship between market share and profitability is questionable, except in certain industries. The pursuit of market share is not a useful“generic...

...James R. Tindall Examines the enormous marketing and financial opportunities for profitable growth through better marketing of established brands. Argues that the key to success is for core brands to be treated as if they were new products or as if they were acquisition opportunities. Discusses...

...Scott M. Smith; David S. Alcorn Reports on recent marketing strategies that simultaneously demonstrate a sense of social responsibility and satisfies shareholders′demands for increased profits and market share, also known as cause marketing. Discusses the implementation of cause marketing through...