haku: @author Bass, F. M. / yhteensä: 17
viite: 7 / 17
| Tekijä: | Mahajan, V. Muller, E. Bass, F. M. |
| Otsikko: | New product diffusion models in marketing: a review and directions for research. |
| Lehti: | Journal of Marketing
1990 : JAN, VOL. 54:1, p. 1-26 |
| Asiasana: | MARKETING MODELS NEW PRODUCTS DIFFUSION MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Diffusion models of marketing innovations are discussed. Literature about the topic is reviewed. The basic first-purchase diffusion models are examined. The Bass model is described in detail. Innovators and imitators are compared. Parameter estimation considerations are discussed. Problems of data availability are examined. Flexible diffusion models are analysed. Refinements and extensions of the Bass diffusion model are evaluated. Descriptive and nominative uses of diffusion models are highlighted. The conclusion is a research agenda to make diffusion models theoretically more sound and practically more effective and realistic. |
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