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
Media buyer, One to one marketing (1:1 marketing), Efficiency, Abbreviated advertisement (UK), Trademark, Lifestyle, Customer lifetime value (CLV), Incremental cost-effectiveness ratio (ICER), Purchasing power parities (PPP), Trade allowance, NHS Executive, Adverse reaction, Response bias, Confidence level, Deduping,