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Girard  (p. 9-22)
Cooper (p. 23-32)
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Stasio (p. 47-56)
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Life-Span Concept - Modern Marketing Technique

Author(s): Devadatta Ranade

Citation: Devadatta Ranade, (2012) "Life-Span Concept - Modern Marketing Technique," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 4, pp. 107 - 115

Article Type: Research paper

Publisher: North American Business Press


The paper is a thematic paper on the product life cycle concept. This paper adds innovative ideas as new
concepts in addition with the traditional concepts of product life cycle. This article explains modern
marketing techniques as a combined effort to achieve and equilibrium between product life cycle and
users’ life span as an integral part of marketing technique. Concept of users life span is derived with the
stages of product life cycle as a matching consideration. Therefore, we can conclude that the PLC and
ULS are the stages of Introduction, Growth, Maturity and Decline as well as the stages of Idea, Thinking,
Decision and Purchasing.