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- Title
Altering the Product Life Cycle of Consumer Durables: The Case of Minivans.
- Authors
Kwoka Jr, John E.
- Abstract
Discusses the impact of various techniques for lengthening or strengthening the product life cycles (PLC) of all brands of minivans. Definition of PLC model and its application to the minivan; Estimation of the impact of advertising, new product variants and product restyling on the PLC of minivan sales; Efficacy of the model in demonstrating the impact of advertising and product strategies in altering the basic PLC.
- Subjects
VANS; PRODUCT life cycle; MARKETING
- Publication
Managerial & Decision Economics, 1996, Vol 17, Issue 1, p17
- ISSN
0143-6570
- Publication type
Article
- DOI
10.1002/(SICI)1099-1468(199601)17:1<17::AID-MDE705>3.0.CO;2-E