The optimal use of products is a growing concern of consumers worldwide and businesses have to respond to these trends. This text is a book-length study of the marketing aspects of product durability and the optimal use of consumer durables. It is aimed at managers, academics, government specialists and consumer lobbyists concerned with efficient consumption, client orientation and waste avoidance. Do our products last long enough? Is mass consumption biased towards sub-optimal and unsustainable consumption patterns? What should be done to improve the use of consumer durables? What can be learned from innovative firms in this increasingly important area of sustainable consumption? This volume offers both analytical insights and hands-on advice on how to move towards the goal of the optimal use of consumer products.