The end of the product life cycle? Education says goodbye to an old friend
- 1 January 1990
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 6 (2) , 145-155
- https://doi.org/10.1080/0267257x.1990.9964122
Abstract
This paper re‐evaluates the ‘old favourite’ of marketing education, the Product Life Cycle concept. A number of problems are identified including the contrast of the theory with empirical research and wide range of PLC (Product Life Cycle) patterns which have been identified by researchers. This paper concludes that the PLC concept has, perhaps, outlived its own life cycle having, in its day, provided a useful service particularly to marketing educators.Keywords
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