search query: @author Urban, G. L. / total: 11
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| Author: | Urban, G. L. Hauser, J. R. Robert, J. H. |
| Title: | Prelaunch forecasting of new automobiles. |
| Journal: | Management Science
1990 : APR, VOL. 36:4, p. 401-421 |
| Index terms: | NEW PRODUCTS SALES FORECASTING CAR INDUSTRY |
| Language: | eng |
| Abstract: | Prelaunch model and measurement system are developed and applied to the marketing planning of a new automobile. The analysis addresses active search by consumers,*ers, dealer visits, world-of-mouth communication, magazine reviews, and production constraints-issues that are important in understanding consumer response to durable goods. Comparison of the model's predictions to actual sales data suggests reasonable accuracy when an implemented strategy matches the planned strategy. |
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