The life cycle concept as a long term forecasting model
Francis J. Connelly D.B.A., George Daignault M.B.A.
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 3
Abstract
This paper presents a model for long term sales forecasting based upon the product life cycle concept. The life cycle concept is first reviewed with an emphasis on sales behavior in each of the life cycle stages. A simple model consistent with the life cycle concept is then presented. Based upon this model a sales forecasting methodology is developed and tested. The results are generally promising particularly considering the nature of the test data. The article concludes by suggesting future applications of the product life cycle concept.
Keywords
Product Life Cycle, Marketing Manager, Life Cycle Model, Saturation Stage, Cigarette Brand
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