Product Life Cycle Theories - Implications for Marketing

Paper presents review of chosen product life cycle theories that should be, in the assumption, treated as specific guide for marketing actions and tools. Levitt' classical theory of product life cycle was the starting point of consideration of nature product life, and it's implications for marketing. Presenting this theory, there was underline, presented in the marketing literature, common critics with reference to possibility of utilize theory in the real marketing world. In the view of this, there was presented also another conception of product life - Ensis, Garce and Prell (theory of extending product life cycle), Tellis and Crawford (En evolutionary approach to product growth theory) and Vernon's theory of international product life cycle.