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Healthcare Glossary
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Ansoff Matrix
The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy. It maps product/market strategies – eg, market penetration, product development, market development and diversification – on a matrix showing new versus existing products along one axis and new versus existing markets along the other.
See also:
Market penetration
Market growth rate
Marketing strategy
Boston Matrix
Related terms
Penetration pricing, Marketing consultant, Focus groups, Brand management , Brand revitalisation, Asset-led marketing, Media mix, Clinical trial, Cost-effectiveness (in media/advertising), Opportunities to hear (OTH), Controlled trial, Price fixing, Added value, Search engine marketing (SEM), Key opinion leader (KOL),
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