Measuring The Use of the Product Life Cycle Concept by Marketing Managers: Problems and Prospects

G. R. Dowling
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G. R. Dowling: Department of Commerce, University of Newcastle.

Australian Journal of Management, 1984, vol. 9, issue 2, 25-33

Abstract: This paper examines the difficulties associated with attempting to ascertain whether marketing managers use the Product Life Cycle concept to help formulate marketing strategy. The strengths and weaknesses of a number of possible research methodologies are reviewed.

Keywords: MARKETING; PRODUCT LIFE CYCLES (search for similar items in EconPapers)
Date: 1984
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:9:y:1984:i:2:p:25-33

DOI: 10.1177/031289628400900203

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