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The life cycle concept in marketing research

The life cycle concept in marketing research Purpose – This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to show the development of traditional life cycle models and links to the life course perspective. Design/methodology/approach – The authors relate to life events and transitions in consumers' life trajectories, life status, role transitions, and role identities as determinants of consumer behavior. The paper reveals future research potential in the field. Essentially, the authors demonstrate the need for life cycle models grounded on empirical data and discuss related methodological issues. Findings – This paper provides a temporal systematization of theoretical and empirical life cycle research. The major outcome is an outline of conceptual and methodological research directions that enable researchers to follow the life course perspective and to derive empirically grounded life cycle models. Research limitations/implications – Providing chronological literature compilations and an evolutionary review of life cycle research, the authors identify future research directions. To encourage empirical development of the concept, the article also refers to the related methodological literature. Practical implications – Both marketing thought and practitioners benefit from the insights presented. Marketing managers may better address consumers' changing needs over their lifetime, strengthen customer loyalty and reduce brand switching, thereby enhancing customer lifetime value. Originality/value – This paper adds to the study of the consumer life cycle by providing a comprehensive anthology of life cycle research from 1910 to 2010. It shows major research streams and reveals future research potential in marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

The life cycle concept in marketing research

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References (148)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557501211195073
Publisher site
See Article on Publisher Site

Abstract

Purpose – This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to show the development of traditional life cycle models and links to the life course perspective. Design/methodology/approach – The authors relate to life events and transitions in consumers' life trajectories, life status, role transitions, and role identities as determinants of consumer behavior. The paper reveals future research potential in the field. Essentially, the authors demonstrate the need for life cycle models grounded on empirical data and discuss related methodological issues. Findings – This paper provides a temporal systematization of theoretical and empirical life cycle research. The major outcome is an outline of conceptual and methodological research directions that enable researchers to follow the life course perspective and to derive empirically grounded life cycle models. Research limitations/implications – Providing chronological literature compilations and an evolutionary review of life cycle research, the authors identify future research directions. To encourage empirical development of the concept, the article also refers to the related methodological literature. Practical implications – Both marketing thought and practitioners benefit from the insights presented. Marketing managers may better address consumers' changing needs over their lifetime, strengthen customer loyalty and reduce brand switching, thereby enhancing customer lifetime value. Originality/value – This paper adds to the study of the consumer life cycle by providing a comprehensive anthology of life cycle research from 1910 to 2010. It shows major research streams and reveals future research potential in marketing.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Jan 27, 2012

Keywords: Consumer life cycle; Life course; Transitions; Role identity; Research methodology; History of marketing thought; Marketing; Marketing theory

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