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What is the Boston Matrix?

páginaprincipal.livro.por Paul Newton
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páginaprincipal.livro.idioma:  English
This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.
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Descrição
Prefácio
Conteúdos

This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth and how it can be integrated with other strategic planning tools.

It describes how to categorize your products depending on their relative market share and market growth. As well as, how it can be used to help ensure a balanced portfolio of products and services. It explains the controversial many marketers have about using this tool guiding you how to use it effectively.

This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.

You will learn:

  • How the Boston Matrix can be integrated with other strategic planning tools
  • Why this tool is so controversial and why it has been removed from many marketing courses
  • How to categorize your products depending on their relative market share and market growth
  • Why it can be dangerous to use this tool at brand level
  • How it can be used to help ensure a balanced portfolio of products and services
  1. The Boston Matrix
  2. Classifying Products and Business Units
  3. Stars
  4. Question Marks
  5. Cash Cows
  6. Dogs
  7. Using the Boston Matrix at Brand Level
  8. A Balanced Portfolio
  9. Summary
  10. References
páginaprincipal.livro.sobre_autor

Paul Newton

Paul Newton has worked in IT and Project management for over 30 years and has also developed several internet based enterprises. He was a co-founder and director of ITT Ltd where he was responsible for the development and marketing of software-based management training tools. Clients included Microsoft, IBM, Pfizer, Sun Microsystems, UK National Health, Ministry of Defence, Barclays and many other internationally known organisations.

Prior to that, he worked as an IT consultant specialising in developing IBM mainframe software for many of the company's clients including: Rockwell, Severn Trent Water, SWEB, SWALEC, and Eagle Star Insurance.

He also owns www.psychometric-success.com, a leading provider of practice aptitude tests. This website helps over a million people per year to pass job selection tests including: numerical, verbal, abstract, spatial and mechanical reasoning tests. It has 16 free practice tests available to download - visit www.psychometric-success.com.

You can contact him at paul@free-management-ebooks.com, paul@psychometric-success.com or via his personal blog www.pcnewton.com.