haku: @author Reed, R. / yhteensä: 14
viite: 11 / 14
| Tekijä: | Reed, R. |
| Otsikko: | Fashion life cycles and extension theory. |
| Lehti: | European Journal of Marketing
1987 : VOL. 21:3, p. 52-62 |
| Asiasana: | PRODUCT LIFE CYCLE PRODUCT POLICY MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The critical nature of timing for successful strategic marketing is stressed. Life cycles are discussed as an important planning tool. Fashion life cycles and life cycle extension are analyzed in detail. An illustrative case study is presented about a British textile company. The product range and the market is described. Fashion life cycles are outlined and analyzed. Simply plotted life cycles are discussed as useful aids in the marketing decision making process. Replacement proved to be a valid concept for extension of the fashion product life cycle. |
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