WINNING AGAIN IN THE MARKETPLACE: NINE STRATEGIES FOR REVITALIZING MATURE PRODUCTS

Abstract

Every year basically sound products and services falter in the marketplace because of maturity, stiffer competition, or environmental changes. Although market declines and even product withdrawals are expected and even accepted, they are still destructive to the well‐being of a company, its employees, and society as a whole. The consequences are even more regrettable when we consider that many of these “failures” can be avoided. Any number of languishing products and services can be revitalized, and premature demise thus converted into successes, through the application of appropriate marketing strategies. The genius of marketing can reverse losing situations and allow business to win again in the marketplace.

Citation

Sheth, J. and Morrison, G. (1984), "WINNING AGAIN IN THE MARKETPLACE: NINE STRATEGIES FOR REVITALIZING MATURE PRODUCTS", Journal of Consumer Marketing, Vol. 1 No. 4, pp. 17-28. https://doi.org/10.1108/eb008111