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Managing Portfolios of Products

  • David W. StewartEmail author
Chapter
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Most businesses offer more than one product or service. The offering of multi-product portfolios creates unique issues for the analysis of the financial performance of marketing because there may be positive or negative synergies across products. As a result marketing activities and expenditures for one product may influence outcomes for other products. This chapter explores the issues associated with evaluating marketing performance in a multi-product context.

References

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  3. Henderson, B. D. (1970). The Product Portfolio. Boston: Boston Consulting Group. https://www.bcg.com/en-mideast/publications/1970/strategy-the-product-portfolio.aspxGoogle Scholar
  4. Henderson, B. D. (1979). Henderson on Corporate Strategy. New York: HarperCollins.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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