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The Magic Matrix: Products and Accounts

By: Benson P. Shapiro
  • Format:Print
  • | Pages:12
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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.

About The Author

Benson P. Shapiro

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