Nalazite se na CroRIS probnoj okolini. Ovdje evidentirani podaci neće biti pohranjeni u Informacijskom sustavu znanosti RH. Ako je ovo greška, CroRIS produkcijskoj okolini moguće je pristupi putem poveznice www.croris.hr
izvor podataka: crosbi

Diffusion models in marketing: how to incorporate the effect of external influence (CROSBI ID 149170)

Prilog u časopisu | izvorni znanstveni rad

Radas, Sonja Diffusion models in marketing: how to incorporate the effect of external influence // Privredna kretanja i ekonomska politika, 15 (2006), 105; 30-51

Podaci o odgovornosti

Radas, Sonja

engleski

Diffusion models in marketing: how to incorporate the effect of external influence

In marketing diffusion models have been used traditionally for capturing the life-cycle dynamics of a new product, for forecasting the demand for a new product, and as a decision aid in making pre-launch, launch and post-launch strategic choices. Since their entrance into marketing, diffusion models have become increasingly complex. This complexity was driven by the need to enhance the forecasting capability of these models and to improve their decision-tool usefulness for managers. One of the challenges of diffusion modeling is incorporating external influences in models, most notably the influence of marketing mix variables. This paper offers a framework for systematizing diffusion models in marketing, with a special emphasis on the role of marketing mix variables. Different models are compared and their advantages and disadvantages are discussed. Suggestions for further research are offered.

diffusion of innovations ; diffusion models

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

Podaci o izdanju

15 (105)

2006.

30-51

objavljeno

1330-187X

Povezanost rada

Ekonomija

Poveznice
Indeksiranost