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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/831
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| Title: | Aggregate diffusion forecasting models in marketing : a critical review |
| Authors: | Parker, Philip M. |
| Keywords: | New products
Marketing
Diffussion models |
| Issue Date: | Dec-1993 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 94.003 |
| Abstract: | Since the 1960s, a number of new product diffussion models have been developed and applied in marketing. This paper reviews the theoretical origins, specifications, data requirements, estimation procedures, and pre-launch calibration possibilities for these aggregate models. Following a critical review of both the problems and the potential benefits of these models, a number of suggestions are made with respect to future academic and applied research involving new product diffusion forecasting. |
| URI: | http://hdl.handle.net/1783.1/831 |
| Appears in Collections: | MARK Working Papers
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Files in This Item:
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Size | Format |
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| mktg94003.pdf | | 4737Kb | Adobe PDF | View/Open |
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