Product Life Cycle Theories - Implications for Marketing

• Authors: Kozłowski Wojciech
• Languages of publication: EN

Abstracts

EN

Paper presents review of chosen product life cycle theories that should be, in the assumption, treated as specific guide for marketing actions and tools. Levitt' classical theory of product life cycle was the starting point of consideration of nature product life, and it's implications for marketing. Presenting this theory, there was underline, presented in the marketing literature, common critics with reference to possibility of utilize theory in the real marketing world. In the view of this, there was presented also another conception of product life - Ensis, Garce and Prell (theory of extending product life cycle), Tellis and Crawford (En evolutionary approach to product growth theory) and Vernon's theory of international product life cycle.

Keywords

EN

classical product life cycle; product evolution; international product life cycle; marketing

• Publisher: Uniwersytet Warmińsko-Mazurski w Olsztynie
• Journal: Olsztyn Economic Journal
• Year: 2011
• Volume: 6
• Issue: 2
• Pages: 275-287

Dates

published

2011-12-31

Contributors

author

Kozłowski Wojciech

• Chair of Market Analysis and Marketing, University of Warmia and Mazury in Olsztyn

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