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

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  • G. R. Dowling

    (Department of Commerce, University of Newcastle.)

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.

Suggested Citation

  • G. R. Dowling, 1984. "Measuring The Use of the Product Life Cycle Concept by Marketing Managers: Problems and Prospects," Australian Journal of Management, Australian School of Business, vol. 9(2), pages 25-33, December.
    • Handle: RePEc:sae:ausman:v:9:y:1984:i:2:p:25-33
    DOI: 10.1177/031289628400900203
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    References listed on IDEAS

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    1. Swan, John E. & Rink, David R., 1982. "Fitting market strategy to varying product life cycles," Business Horizons, Elsevier, vol. 25(1), pages 72-76.
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    Keywords

    MARKETING; PRODUCT LIFE CYCLES;

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