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
One to one marketing (1:1 marketing), Territory management, Department of Health (DH), Beta Tests, Point-of-purchase displays, Price maker, ABPI Code of Practice, Terms and conditions of sale, Adverse reaction, Electronic point of sale (EPOS) system, Customer satisfaction, e-Detailing, Technical efficiency (pharmacoeconomics), Health Status Measure, Dose-ranging trial,