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Managing Mature Products

Part 5. Product Innovation and Management

  1. Susan Hart

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05009

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Hart, S. 2010. Managing Mature Products. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Strathclyde Business School, Glasgow, UK

Publication History

  1. Published Online: 15 DEC 2010


Managing mature products and services can be seen as the core of marketing activities. The product/service portfolio categorization underlines the importance of mature products in underpinning the cash flow of the organization as well as the provision of both return to shareholders and the investment resource necessary for the development of new technologies, products, and services. It is vital, therefore, that the mature product is sustained in the market to provide this income for the organization and this article examines the basic alternatives for doing so; two groups of strategies are examined – the offensive and the defensive. These are not mutually exclusive, although may be differentially appropriate under various conditions of demand and competition.


  • maturity;
  • product life cycle;
  • offensive strategy;
  • defensive strategy;
  • account management;
  • CRM;
  • revitalisation