An Empirical Comparison of Awareness Forecasting Models of New Product Introduction
Vijay Mahajan, Eitan Muller, Subhash Sharma
Marketing Science · 1984 · Volume 3 · Issue 3
Abstract
Five awareness forecasting models embedded in their respective new product introduction models are compared. Conditions which govern the differences in the awareness estimates provided by the various models are delineated. Managerial implications of the results are discussed.
Keywords
awareness forecasting, new product introduction, word-of-mouth, diffusion
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