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Marketing Management of product range: a systematic approach


Ekaterina Nechaeva, Vladimir Konovalov, Yuriy Efimychev
(about the authors)

Nechaeva Ekaterina Vladimirovna –

Konovalov Vladimir Viktorovich –

Efimychev Yuriy Ivanovich –

Published in:
Creative Economy
– № 4 / April, 2010



Keywords: elimination, innovation, management, marketing management of product portfolio, modification, strategy


Citation:
Ekaterina Nechaeva, Vladimir Konovalov, Yuriy Efimychev (2010). Marketing Management of product range: a systematic approach. Creative Economy, 4(4), 144-151. — url: http://bgscience.ru/com/lib/275


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Abstract:

The authors propose a systematic approach to marketing management of product portfolio, determine its place in the marketing of the company, as well as the technique of analysis of product lines, allowing to quickly diagnose and implement a range of management strategies at the functional level.







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