Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

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Этот раздел опирается на результаты исследований, приведенные в работе: Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1962). См. также 3-е издание этой книги, опубликованное в 1983 г.

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Ряд авторов выделяет дополнительные стадии. Ч. Уоссон предлагает включить между ростом и зрелостью стадию бурной конкуренции: Chester R. Wasson, Dynamic Competitive Strategy and Product Life Cycles (Austin, TX: Austin Press, 1978). Зрелость характеризует стадию спада увеличения объема продаж и насыщение, стадию выхода кривой продаж на плато после достижения пика.

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