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Keywords: Product management
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Journal Articles
Journal of Product & Brand Management (1999) 8 (4): 301–318.
Published: 01 August 1999
...Graham R. Massey Examines the product life cycle (PLC) concept as presented in much of the marketing literature, and the implications of PLC‐based strategic action for marketing practitioners. A range of problems is identified with the PLC, and an evolutionary perspective for product management...
Journal Articles
Journal of Product & Brand Management (1999) 8 (2): 130–144.
Published: 01 April 1999
... need, simultaneously and repeatedly. Constant repetition is the key. Those exposed to such conditioning eventually learn to associate the brand with the need (de Chernatony and McWilliams, 1990). © MCB UP Limited 1999 Advertising Brands Consumer behaviour Marketing management Product...
