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

Measuring The Use of the Product Life Cycle Concept by Marketing Managers: Problems and Prospects 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian Journal of Management SAGE

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

Dowling, G. R.
Australian Journal of Management , Volume 9 (2): 9 – Dec 1, 1984
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Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0312-8962
eISSN
1327-2020
DOI
10.1177/031289628400900203
Publisher site
See Article on Publisher Site

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.

Journal

Australian Journal of Management – SAGE

Published: Dec 1, 1984

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