We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Advertising's effect on the product evolutionary cycle.
- Authors
Holak, Susan L.; Tang, Y. Edwin
- Abstract
Criticism of the product life cycle (PLC) concept centers on problems with theory, empirical validation, and practical use. The product evolutionary cycle (PEC), an alternative concept based on the field of biology, has been suggested to provide a more complete picture of the effects of marketing mix and competition on product sales. The authors assess the PEC framework empirically in the U.S. cigarette industry. Advertising-sales causation is tested on three levels of segment competition: (1) individual brand, (2) intracategory, and (3) intercategory. The findings indicate that more distantly related "organisms" compete as well as those closely related in terms of background. Specifically, the authors demonstrate a gradual but marked decrease in the effect of advertising on sales as products with more distant lineage coexist and compete. The PEG is demonstrated to be an information-laden framework to use in making marketing mix decisions.
- Subjects
PRODUCT life cycle; LIFE cycle costing; PRODUCT management; MARKETING research; MARKET segmentation; MARKETING of cigarettes; MARKETING strategy; MARKETING; INDUSTRIAL costs; ECONOMICS
- Publication
Journal of Marketing, 1990, Vol 54, Issue 3, p16
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299005400302