Cykl życia produktu w polskiej bankowości detalicznej

Abstract

The article shows the perception of the product life cycle concept in the literature and in the practice retail banking in Poland. This article also presents evolution of the product life cycle concept, a profile of product manager and the opinion of product managers towards usefulness of the product life cycle concept used in the area of bank product policy. This article is part of a larger research project conducted over the bank products life cycle on retail banking in Poland. The research was carried out in the Department of Marketing at the Faculty of Management, University of Lodz in 2009–2010.