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| Author: | Quelch, J. A. Kenny, D. |
| Title: | Extend profits, not product lines |
| Journal: | Harvard Business Review
1994 : SEP-OCT, VOL. 72:5, p. 153-160 |
| Index terms: | |
| Freeterms: | PRODUKTPOLITIK |
| Language: | eng |
| Abstract: | Most companies pursue product expansion strategies, in particular line extensions. But more and more evidence is indicating the pitfalls of such aggressive tactics. Some companies discovered that a carefully focused and well managed line can increase profits and sales volume. The authors describe how marketing managers can sharpen their product line strategies by improving cost accounting, allocating resources to products, researching consumer behaviour , coordinating marketing efforts, working with channel partners, and fostering a climate in which product line deletions are not only accepted but also encouraged. |
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