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The Efficiency Of Promotional Instruments Related To The Product Life Cycle Stages


  • Mihaela Marcu

    () („Transilvania” University of Braşov, Romania)

  • Cristina Gherman

    () („Babes-Bolyai” University of Cluj-Napoca, Romania)


Regarded as a planning tool, PLC (product life cycle) strongly contributes to the identification of the main marketing challenges that may arise throughout the life of a product/service. Thus, the marketing management has the opportunity to develop and implement those solutions designed to optimize each of the 4P of marketing mix: product (quality), price, distribution (placement) and promotion. The communication program has an essential role, because the company presents through it its "product" to actual or potential customers in order to convince them of the benefits of purchasing/using it. The efficiency of the promotional instruments involves an appropriate allocation of funds needed to promote the product/service in relation to the stage of its life cycle.

Suggested Citation

  • Mihaela Marcu & Cristina Gherman, 2010. "The Efficiency Of Promotional Instruments Related To The Product Life Cycle Stages," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 10(1), pages 169-176.
  • Handle: RePEc:pet:annals:v:10:y:2010:i:1:p:169-176

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    References listed on IDEAS

    1. Agrawal, Anup & Chadha, Sahiba, 2005. "Corporate Governance and Accounting Scandals," Journal of Law and Economics, University of Chicago Press, vol. 48(2), pages 371-406, October.
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    Cited by:

    1. VASILE Adrian & BALINT Antoniu Ovidiu & COSTEA Carmen, 2013. "An Inquiry Into The Characteristics, Applicability And Prerequisites Of Intelligent Management Solutions In Logistics," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(6), pages 225-236.

    More about this item


    PLC; product; promotion; market share;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


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