... Marketing theory Product lifecycle “Only the future is certain, the past is always changing” Polish saying pre‐1990, referring to the whims of communist leaders and their ability to rewrite the political present. Today, that same ability is demonstrated by advertising account managers...

... contributing to the shortened life cycles of products. © MCB UP Limited 1997 Organizational change Product lifecycle Product life cycle (PLC) theory is a well‐accepted concept in marketing. Almost every introductory textbook in the field has a major section on this topic. There is also...