haku: @author Martensen, A. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Martensen, A. |
| Otsikko: | A model for marketing planning for new products |
| Lehti: | Marketing and Research Today
1993 : NOV, VOL. 21:4, p. 247-267 |
| Asiasana: | MODELS MARKETING PLANNING PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | Forecasting new product sales has been approached in many different ways over the last decades. In this paper, a model integrating several of these and expanding on them is presented.The model is based upon separate forecasting of trial volume and repeat volume, and incorporates a special awareness model. The awareness model works with awareness as a function of distribution, advertising and sampling, and the output of this model becomes the foundation for the predictions made by the trial model. |
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