Background Note | HBS Case Collection | November 1987

The Magic Matrix: Products and Accounts

by Benson P. Shapiro

Abstract

Describes an interfunctional approach to product mix management and account selection. The approach uses a matrix of products and accounts. Also describes the concepts and implementation of the approach.

Keywords: Marketing Strategy; Product Marketing; Customers;

Citation:

Shapiro, Benson P. "The Magic Matrix: Products and Accounts." Harvard Business School Background Note 588-006, November 1987.