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Diagnosing the Product Portfolio
George S. Day
Journal of Marketing
Vol. 41, No. 2 (Apr., 1977), pp. 29-38
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250631
Page Count: 10
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How to avoid costly applications of the product portfolio approach resulting from incorrect measurements, unfeasible strategies, and violation of basic assumptions about market share dominance and product life cycle.
Journal of Marketing © 1977 American Marketing Association