search query: @author Kent, R. A. / total: 2
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| Author: | Kent, R. A. |
| Title: | Towards a theory of product range policy. |
| Journal: | European Journal of Marketing
1986 : VOL. 20:10, p. 5-17 |
| Index terms: | PRODUCT POLICY |
| Language: | eng |
| Abstract: | A theoretical framework for analyzing product range policy is built up. It is based on an empirical qualitative study of product range policy in the Scottish food-processing industry. The marketing literature dealing with the topic is summarized. A definition is given for the product range. Policies,plans and strategies are described. A model is presented consisting of inputs,policies and outcomes. The elements of the model are described and analyzed.The questions of range extension,range reduction,range modification and range elimination are discussed. The importance of narrowing the gap between theory and management practice is stressed. |
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