search query: @freeterm ABSATZPLANUNG / total: 8
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| Author: | Holak, S. L. Tang, Y. E. |
| Title: | Advertising's effect on the product evolutionary cycle (Produktlebensdauer; Marketing Mix) |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 4C - 54:3, p. 16-29 |
| Index terms: | |
| Freeterms: | WERBUNG, ZIGARETTENINDUSTRIE, ABSATZPLANUNG |
| Language: | eng |
| Abstract: | The product evolutionary cycle (PEC) has been suggested to provide a more complete picture of the effects of marketing-mix and competition on product sales than the product life cycle (PLC). The authors assess the PRC framework empirically for the USA cigarette industry. Advertising/sales causation is tested on three levels of competition: individual brand, intra-, and intercategory. The authors demonstrate a marked decrease in the effect of advertising on sales as products with more distant lineage compete. The PEC is demonstrated to be an information-laden framework to use in making marketing-mix decisions. |
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