Abstract:

Purpose - This paper aims to examine the notion about using product placement in product life-cycle stage. Design/methodology/approach - The paper initially defines a theoretical background of this interdisciplinary topic. The paper then offers an scope into Czech SMEs notion about use product placement in considered stage of product life-cycle. Subsequently, there is a explanation of a product/process life cycle stage and its relationship to decision-maker. Findings - This study argues that the stage of life cycle stages is associated with the various dimensions of product placement integration. The paper posits that, there is well awareness which is the appropriate stage for use Product placement in some detail.  Originality/value - As such, this paper represents a cross-functional and interdisciplinary approach to product placement and marketing product life-cycle theory by identifying decisions leading to the fulfillment business goals.