A marketing activity intended to keep sales levels stable when growth opportunities are low, but the firm is in a relatively strong position in the market. Investment in the business will remain limited.
See also:
Market growth rate
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Maintenance strategy
Related terms
Efficient consumer response (ECR), Comparative advertising, Channel marketing, Responsiveness, Black space, Opportunities to see (OTS), International Public Relations Association (IPRA), Return on sales enablement (ROSE), Learning log, Patent, Generic medicine, Repositioning, O, Key opinion leader (KOL), Response rate,