haku: @journal_id 1343 / yhteensä: 429
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| Tekijä: | Winsor, R. |
| Otsikko: | Marketing under conditions of chaos: percolation metaphors and models |
| Lehti: | Journal of Business Research
1995 : NOV, VOL. 34:3, p. 181-189 |
| Asiasana: | MARKETING CHAOS MODELS |
| Kieli: | eng |
| Tiivistelmä: | A new concept for the study of marketing phenomena is introduced. Derived from the area of statistical topology and central to the emerging theory of "chaos", percolation describes a process of deterministic flow through a stochastic medium. Contrasted to diffusion, in which a random flow progresses through a deterministic medium, percolation is suggested as a useful metaphor for marketing management and as a more appropriate source of models for the study of consumer adoption processes. Examples and potential applications are given, and areas for future research are suggested. |
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