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Aggregate diffusion forecasting models in marketing : a critical review

Authors Parker, Philip M.
Issue Date 1993-12
Summary 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.
Language English
Format Working paper
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