search query: @author Muller, E. / total: 25
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| Author: | Mahajan, V. Muller, E. Srivastava, R. |
| Title: | Determination of Adopter Categories by Using Innovation Diffusion Models |
| Journal: | Journal of Marketing Research
1990 : FEB, VOL. 27, p.37-50 |
| Index terms: | NEW PRODUCTS DIFFUSION PERSONAL COMPUTERS |
| Language: | eng |
| Abstract: | Development of adopter categories can help in targeting prospects for a new product, and in developing marketing strategies, and in predicting the continued acceptance of new product. Besides Roger's classical adopter categorization, adopter categories for a product innovation can also be developed by using other diffusion models such as the Bass model.The diffusion of personal computer is documented to illustrate the usefulness of the Bass diffusion model. |
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