MODEL 44

THE STANDARD PRODUCT LIFE MODEL

Use this to remind you of the fact that you and the products you sell have a natural life cycle.

Theodore Levitt first published his four-stage Product Life Cycle Model in the Harvard Business Review in 1965. If you replace ‘Introduction’ with ‘Infancy’ the model actually depicts the major life stages that every person goes through. It may have been this cycle that inspired the model.

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Source: Levitt (1986), Marketing Imagination, Free Press, New York, Simon & Schuster, with the permission of The Free Press, a division of Simon & Schuster Inc (c) of Theodore Levitt, all rights reserved.

The actual line ...

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