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Company study managing mature markets

Company study managing mature markets Examines the value of mature brands. Argues that managing maturebrands is an ongoing process of birth or revitalisation of establishedbrands. Illustrates this by looking at a line of Pillsbury products,called Pillsbury Dough, since the 1960s. Notes the changes that occurredin this business and how the company reacted to them growth in the1960s, difficult times in the 1970s, revitalisation in the 1980s, andfinally market expansion in the 1990s. Finally surmises managementprinciples for mature brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Company study managing mature markets

Journal of Consumer Marketing , Volume 8 (3): 5 – Mar 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110035090
Publisher site
See Article on Publisher Site

Abstract

Examines the value of mature brands. Argues that managing maturebrands is an ongoing process of birth or revitalisation of establishedbrands. Illustrates this by looking at a line of Pillsbury products,called Pillsbury Dough, since the 1960s. Notes the changes that occurredin this business and how the company reacted to them growth in the1960s, difficult times in the 1970s, revitalisation in the 1980s, andfinally market expansion in the 1990s. Finally surmises managementprinciples for mature brands.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 1, 1991

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