Abstract
What has the product life cycle (PLC), and especially the variations on the standard PLC, to do with marketing communications? The PLC is not always given the importance it deserves. Few marketing textbooks go beyond the bell-shaped traditional PLC. It is not just a pretty, academic theoretical model which helps to fill a couple of pages in the average textbook, but a very practical way of recognising the behaviour, or possible behaviour, of a product or service over time.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Rights and permissions
Copyright information
© 1990 Frank Jefkins
About this chapter
Cite this chapter
Jefkins, F. (1990). Communications in Relation to the Product Life Cycle. In: Modern Marketing Communications. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6868-7_3
Download citation
DOI: https://doi.org/10.1007/978-94-011-6868-7_3
Publisher Name: Springer, Dordrecht
Print ISBN: 978-0-216-92694-3
Online ISBN: 978-94-011-6868-7
eBook Packages: Springer Book Archive