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Introduction

In: Product Planning

Author

Listed:
  • Merlin Stone

    (Kingston Polytechnic)

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.

Suggested Citation

  • Merlin Stone, 1976. "Introduction," Palgrave Macmillan Books, in: Product Planning, chapter 1, pages 1-5, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-02250-2_1
    DOI: 10.1007/978-1-349-02250-2_1
    as

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