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我们现在处于一个转型期，全球竞争，通讯和信息自由流通，快速又急剧破坏性变化和全球化造成生活混乱。变革的步伐是以突破性的技术进步为特征的，消费者消费过程中充斥着对信息、产品和服务的选择。规模较小、灵活的公司常常缩短上市时间，这对市场以前的公司都是一种挑战，增加了市场顶级公司排名的不稳定性同时也增强了公司总体的盈利能力。
新世界形成过程中，速度，无形资产和连通支配社会和经济格局，这意味着这些新的交易形式将权力从生产者向消费者转化（迈耶和戴维斯，1998）。一些如开放资源的合作性项目正在将客户转化为产品合作者。公司正企图将产品和服务结合在一起，让客户感觉新的消费形式比仅仅购买产品更有价值。这些因素的组合是一个营销的转折点，以往运用的技巧也许不再实用了。

We are living today in a chaotic transition period defined by global competition, free flow of communication and information, rapid disruptive changes and globalization. The pace of change is characterized by breakthrough technological advances, where consumers are overwhelmed by choice - albeit in information , products and services. By reducing time to market ,smaller and nimble companies are challenging the market leaders and bringing in greater instability in market leadership and profitability of companies.

The shape of the world in which speed, intangibles and connectivity dominate the social and economic landscape imply that these new forms of exchange is a transfer of power from the producer to the consumer( Meyer and Davis, 1998). Collaborative projects such as open source are transforming customers into product co-creators. Companies are looking to merge product and services to give customers a value added experience than mere product selling. A combination of these factors has created a tipping point for Marketing, and techniques that used to work may not work anymore.

Product Life Cycle (PLC) is a well known marketing and strategy planning tool. It's logical sequence and comparison with the biological world holds appeal for marketers and academics. Theodore Levitt (1965) introduced marketers to the concept of PLC , putting it to work as an 'instrument of competitive power' and how it helps companies with their marketing and positioning strategies. PLC has generated a lot of research and academic discussion with conflicting views about its utility on one hand , it's lack of customer focus and empirical backing and hence it's utility as a marketing tool on the other hand . One school of thought propagates that using PLC for market forecasts to predict takeoff stage of a product is risky as each product has a different life cycle and estimation of stages is guesswork . An example being provided by the home computer boom which though predicted for 1978 didn't happen till 1982 , by then most companies had left the market or gone bankrupt. Enis (1977) concluded that the PLC is the result , rather than the cause of marketing strategy decisions.

This author seeks to evaluate the assumptions and basis of PLC , with the backdrop of the new age marketing environment . The paper examines it's efficacy as a managerial strategy framework by assessing linkages between PLC and various diffusion innovation models . It highlights the innovation growth drivers and how disruptive innovation models can be used to overcome limitations of the PLC . It concludes that while PLC has some limitations , however, when used with the correct management tools and techniques it can serve a useful purpose for marketers

新时代的市场营销-New Age Marketing

The world in which marketing operates has fundamentally changed. Kenchi Ohmae (2005) in his book has discussed the requirements of operating on the new global stage (Wind Y