Paxton, Michael J. - In: Journal of Consumer Marketing 8 (1991) 3, pp. 63-67
Examines the value of mature brands. Argues that managing mature brands is an ongoing process of birth or revitalisation of established brands. Illustrates this by looking at a line of Pillsbury products, called Pillsbury Dough, since the 1960s. Notes the changes that occurred in this business...