Instrument gandit de Igor Ansoff care ofera o structura logica de intelegere si dezvoltare a obiectivelor de marketing; baza matricei consta in gradul de a vinde caracteristica de noutate a produsului si a pietelor care sunt vizate.
A tool, devised by Igor Ansoff, to provide a logical framework for the understanding and development of marketing objectives; the basis of the matrix is the degree of newness of the products to be sold and of the markets to be targeted.
